Motorola released the findings of their Global Holiday Shopping Survey on Motorola.com this week. This survey revealed that 51% of consumers, across 11 countries, used their mobile phones while in retail stores this last holiday season to access peer feedback and price comparisons, as well as to download coupons. The study also showed that 93% of consumers used the Internet to do research prior to visiting brick and mortar stores.
The study further showed that mobile shopping technology had a much greater impact this past holiday season than in previous years. While retailers are embracing the increased use of mobile shopping technology, they are also looking to future technologies to expand this sector's depth. All age groups represented in the survey expressed interest in next-generation retail shopping technology to help them be better informed shoppers.
Regarding the current economic climate, Frank Riso of Motorola Enterprise Mobility Solutions said,
“...with nearly seven in 10 surveyed holiday shoppers either reporting flat or declining budgets, retailers vying for finite shopper dollars need to provide a seamless customer experience. By utilizing mobile technologies, consumers have become empowered, better informed and more critical shoppers. Retailers need to establish near-term strategies to provide product information, stock availability, discounts and coupons directly to shoppers to help them to remain competitive.”
Additionally, surveyed shoppers placed a greater importance on coupon availability, than ever before. In fact, this research indicates that 39% of consumers were even willing to abandon their purchases when coupons or discounts were not offered. And with only half of shoppers reporting satisfaction with the availability of coupons and discounts, it is clear that retailers failed to meet the expectations of cost-aware consumers this past holiday season.
The study also revealed that consumers in North America kept an average of $109 unspent (from what they had budgeted) this past holiday season for various reasons including limited merchandise, and a lack of discounts or coupons. The 2009 holiday season saw 40% of shoppers abandoning purchases altogether because of these issues, twice as many as the previous year. Surprisingly, retailers could have turned many of these abandoned items into sales had they provided the right coupons and discounts.
Motorola's report can be found here
via Motorola
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