Nielsen Research: Getting To Know The Mobile Shopper

Nielsen's Mobile Shopping Survey

In the latest posting on the NIELSEN "INSIGHTS" blog, the research company finds 37% of respondents to their Q4 2015 MOBILE WALLET REPORT say their purchasing begins with mobile shopping more than one-quarter to half the time.

In fact, 72% of smartphone shoppers research an item before purchasing it, 70% check the price of an item, and 60% use a store locator to find where they can buy their desired product of choice.

While smartphones are used often in mobile shopping, tablets are also in play. In fact, 66% of tablet shoppers researched an item before purchasing it, followed by 57% of tablet shoppers checking the price of an item. More than half of tablet shoppers read a review of an item they purchased or plan to purchase.

Consumers are most interested in being able to see product pictures when shopping on a mobile phone (62%). They also want mobile-friendly versions of the websites they visit (48%), while 44% of respondents said that having product descriptions was highly important as well.

App usage is also on the rise when it comes to shopping, increasing 15% in time spent and unique audience year-over-year between Q4 2014 and 2015.

After purchasing, consumers’ predominant activity is tracking order progress (65%), followed by visiting a retailer site/app on their mobile device to browse and/or shop again (51%). And 33% of consumers say they use their smartphones to sign up for a rewards program after making a purchase on their smartphone.

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