High street retailers have yet to fully exploit consumers’ willingness to shop on their mobile phones, according to a study, which claims they need to act now or miss out to rivals.
The report, by mobile marketing and advertising solutions firm Velti, appears to reinforce recent DMA research, which claimed businesses are failing to provide consumers with the mobile shopping experience they expect.
The Velti study reveals 66% of iPhone users and 47% of all consumers surveyed believe high street retailers are not doing a good enough job where mobile is concerned.
This is supported by the fact that when it came down to naming three stores consumers had made purchases from in the last 12 months, Amazon and eBay dominated with 50% share split evenly between them, whereas Tesco (7%), Argos (4%), HMV (2%), Asda (2%) and Next (1%) all failed to make a significant impact with consumers.
Consumers did, however, reveal how retailers can tempt them to make further purchases. Almost 50% of the consumers, who had received a targeted SMS from a retailer or brand, then went on to buy something from that specific retailer.
The research also reveals how mobile is working in harmony with other media when it comes to marketing and advertising campaigns. Some 82% of consumers, who used their mobile while watching TV, researched further details around a product or service on their mobile devices after having seen an advertisement on TV.
Tony Lewis, a director of the company which conducted the study Vision One Research, said: “The fact that consumers are demanding more from retailers will perhaps make those brands realise that if they don’t act soon and provide a valuable mobile offering for customers, then they will have missed the opportunity and customers will flock to brands that are catering for them on mobile.”
The online survey was answered by 1,800 mobile phone users, age 18 to 65 from across the UK.
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