The golden age of mobile commerce
A new study of Global Kantar Media TGI delivers a fascinating portrait of mobile consumers today .
We all know that buying apps and websites accessible on mobile devices have made more vivid and insightful consumers. While some retailers are worried about the price comparison applications – allowing buyers to know at a glance whether they should buy a product, look elsewhere or buy online for less – others fall the challenge with other promotions and coupons sent directly to mobile phones.
But who are exactly these mobile consumers ? In a recent report, Global Kantar Media TGI closely examined the habits of mobile shoppers.
A majority of men make mobile purchases
Interestingly, the male population is highest in terms of mobile purchases. Examples include the United States, where 16% of men say they are interested in the use of mobile phones to make purchases , against 13% of women . Perhaps this is the case because men generally do not like to linger in stores, unlike women, who have pleasure doing some shopping.
Mobile buyers are sensitive to brands
Global TGI survey also suggests that mobile shoppers are more demanding in terms of quality and brands. In Germany , 19 % of mobile buyers declare that they think that famous brands have a higher quality than distributors brands. In South Africa , 68 % of mobile buyers think ” quality products are worth paying more ,” compared to 61 % of the general population. Global TGI advance a hypothesis : “This may have a link with the fact that it is much easier for consumers to search for products through mobile phones .”
For their part, the British mobile buyers are more inclined to look at product ratings than average consumers . According to them, evaluations have an impact on their purchase decision , and they consult a number of sources before making a major purchase.
Using data from TGI , distributors and advertisers can know what are the favorite brands of consumers. The report mentions for example that within the category of men care products in the UK , mobile buyers are more likely to use famous brands than the rest of the male population ( 45% are more likely to buy brands like Nivea for Men , 73% and 97% Gillette Series and L’Oreal Men Expert) .
Advertisement on mobile phones encourage impulse buying
According to Kantar Media TGI Global : “In France , 13 % of mobile shoppers say they tend to spend without thinking, against 6 % of the general population. In Brazil , 25% mobile buyers are more likely to say that they regularly buy impulsively . ”
Mobile shoppers are also more likely to use credit cards, and it is not a coincidence. Mobile buyers in Saudi Arabia, meanwhile, are 86 % more likely to recognize that ” the credit card allows them to buy things they could not afford usually . ”
And experts from Kantar Media Global TGI added: ” These data suggest that the opportunity to attract consumers towards mobile payment methods is huge,” particularly in an era where the payment by smartphone becomes as simple as payment by credit card.
Mobile Buyers are active
It is not a surprise: mobile shoppers are always on the move. They are also more likely than others to participate in sport and leisure activities . In Britain , mobile buyers are 33 % more likely than average to go out to eat at least once a month , 45 % have attended a sports event during the year, and 76% have a membership to a gym.
Active, sensitive to brands and spending a lot : although mobile shoppers are more independent and more critical than their traditional counterparts , they are highly preferred targets for retailers and brands .
You can also read this article about mobile advertisement in China.