COLUMBUS, OH and WOBURN, MA--(Marketwire - August 17, 2010) - Sterling Commerce, an AT&T Inc (
The independent survey of 3,600 U.S. consumers reveals that 15 percent of consumers have used their mobile devices to make purchases. While nearly all (96.2 percent) of consumers surveyed own a mobile phone, just under half owned a smart phone, which are designed to deliver a more optimal shopping experience. The study revealed interesting trends surrounding how consumers are looking to their mobile device to support their in-store shopping experience. For example:
- More than 60 percent believe that being able to use their mobile phone while shopping to verify product availability at a particular store location is important to very important.
- Nearly a quarter of shoppers use their phone while in a store to competitively price shop an item.
- Approximately 20 percent of consumers currently use their phones to create shopping lists or baskets, and slightly more than that number would be interested in a mobile app to help with shopping list or basket management for their favorite retailers.
- Two thirds are interested in the possibility of using their mobile phone to scan and purchase items, thus enabling them to bypass checkout lines.
- A quarter of shoppers believe that receiving specials/promotions (such as coupons) would be an important use for their mobile phone when shopping, although they were less enthusiastic about receiving advertising via their phones.
"Mobility is more than a channel, and as consumers begin to use mobile devices in all aspects of their shopping process, cross-channel will be essential for retailers to succeed," said Jim Bengier, global retail industry executive for Sterling Commerce. "Today's consumers are transforming the shopping experience with their mobile phones, and retailers who have not broken down their siloed channels will not be able to keep up."
"While the increasing consumer adoption rate of mobile devices has long been recognized by retailers, these survey findings suggest that offering mobile access to the brand is no longer just a 'nice to have'; it has become a necessity," said Jamus Driscoll, vice president of marketing at Demandware. "The mandate for retailers is not only to create a mobile channel to give consumers more options, but also to find innovative ways to leverage mobile to influence consumer shopping and purchase behavior across all sales channels."
Other findings of the survey continued to highlight consumers' concerns around security and ease-of-use with mobile devices. Respondents cited the following concerns:
- Internet non-connectivity (40 percent),
- Difficulty with the small screen size (34 percent) and therefore difficulty in visualizing the products (31 percent),
- Security issues (28 percent),
- Slow interaction with the retailer website (22 percent), and
- Difficulties in entering information due to a small keypad (21 percent).
Although security issues were mentioned as a concern by only 28 percent of respondents, the top solutions that would encourage more mobile phone purchases all deal with security.
- Nearly half of consumers would like the option of using PayPal.
- Nearly 40 percent would feel secure knowing that the mobile phone app would not store their credit card number.
- A quarter of consumers would prefer that the mobile phone would only show a truncated credit card number (last 4 digits), and
- About 20 percent would like to be prompted to enter their 3-digit credit card security number.
The entire survey findings will be shared at the 2010 Shop.org Annual Summit on September 28th in Dallas, Texas. More information on the Summit can be found at www.shop.org/summit10.
Survey Methodology
This online survey was conducted by SmartRevenue in June/July 2010 and surveyed 3,611 male and female consumers, aged 18 and older, living in the U.S.
About Demandware, Inc.
The trusted, global leader in on-demand ecommerce, Demandware revolutionizes how businesses deliver customized shopping experiences to consumers in the digital world. Only Demandware combines the on-demand ecommerce platform rated #1 by industry analysts, an open ecosystem of partners that extend the value of the platform, and measurable commitment by its employees to enabling client revenue growth. Demandware continually sets industry standards for market innovation and client satisfaction. Demandware clients include industry leaders such as Bare Escentuals, Barneys New York, Columbia Sportswear, Crocs, Frederick's of Hollywood, Hanover Direct, Jones Apparel Group, Lifetime Brands, Michaels Stores, Panasonic, Reitmans and Theory. For more information about Demandware, visit www.demandware.com, call 888-553-9216 or email info@demandware.com.
About Sterling Commerce
Sterling Commerce, an AT&T Inc (
Contact Information:
For more information, contact:
Julie Redard
Sterling Commerce
(978) 513-6386
Julie_Redard@stercomm.com
Jamie Leicht
Fleishman-Hillard
(619) 237-7711
jamiemarie.leicht@fleishman.com
Lisa Mokaba
InkHouse (for Demandware)
(781) 791-4570
Lisa@inkhouse.net