Research by mBlox, the mobile consumer interaction and payment specialist, reveals that one in ten UK consumers are planning to avoid the High Street this sales season and are shopping from their mobile while they are on the go.
The research, commissioned by Opinion Matters, unveils how in the upcoming post-Christmas sales, nearly 10 percent of UK consumers would opt to use their mobile phone or smartphone to purchase items online, rather than shop in-store for bargains. These consumers indicated they would use the discounts and sales offers they receive on their mobile phone to purchase gifts in-store.
Michele Turner, Chief Marketing Officer of mBlox says: “We’re seeing more consumers who want to combine High Street shopping with mobile online purchasing while they are on the go.. The way in which shopping habits are evolving indicates that the way brands interact with their customers has never been so important. Our research demonstrates that 2012 is gearing up to be the year of mobile shopping, as more people choose this shopping and payment option as an alternative.”
The research also found that nearly 18% of those polled were happy to receive promotional offers on their mobile over the Christmas and New Year sales period. Of this figure, 12 percent preferred to receive offers that were relevant and personal to them.
Turner continues: “Customers still want to shop in-store for many purchases, which is good news for the High Street. However, with a growing proportion of consumers who are keen to engage with brands and shop on their mobile phones, there is now an opportunity for businesses to engage personally with these customers when they aren’t face-to-face in store. Yet, with mobile marketing being such a personal tool, consumers can be fickle if they find these promotions become a nuisance: brands may only have one opportunity to get it right. Businesses will need to market to its customers in the right way and be mindful that the consumer should have control over the messages they receive, whether that is through an opt-in service or through targeted and relevant content.”
FACTFILE:
mBlox is a mobile interaction and payment specialist that provides enterprises and solution providers with the fastest and most reliable way to engage with their customers on mobile devices without compromising on security. mBlox delivers a combination of software and services that allow businesses and solution providers to create mobile solutions with the greatest possible reach. Backed by leading venture capital firms, mBlox offers a network of more than 800 operators in over 180 countries, covering over 90% of the world’s population.
Notes to editors:
The research results from Opinion Matters can be found below. A further breakdown (gender/demographic etc.) is available on request.
The research was carried out between 5th December 2011 and 16th December 2011. A sample of 2002 UK mobile phone users and 2003 US UK mobile phone users was taken.
UK research results
Will you be using your mobile phone / smartphone to purchase items online in the post-Christmas sales, rather than shop for sales bargains in-store?
No, I will not be using my mobile phone / smartphone to shop online in the post-Christmas sales 88.3%
Yes to buy sales items online in the post-Christmas sales as I think there will be better bargains 5.2%
Yes to buy sales items online in the post-Christmas sales to avoid the crowds and the queues 4.5%
Yes but I won’t use it to purchase the items online. Instead, I will use it to find the discounts / sale offers of my favourite stores and then I will pay for these in-store 3.7%
Yes (other) 0.1%
Would you be happy for brands to send you promotional offers on your mobile about post-Christmas sales?
No, I do not want brands contacting me on my mobile with promotional offers 82.5%
Yes, I would like to receive promotional offers on sales items from brands on my mobile, providing they are relevant to me 12.1%
Yes, I would like to receive promotional offers on sales items from brands on my mobile 5.4%
US research results
Will you be using your mobile phone / smartphone to purchase items online in the post-Christmas sales, rather than shop for sales bargains in-store?
No, I will not be using my mobile phone / smartphone to shop online in the post-Christmas sales 85.3%
Yes to buy sales items online in the post-Christmas sales as I think there will be better bargains 7.2%
Yes to buy sales items online in the post-Christmas sales to avoid the crowds and the queues 6.7%
Yes but I won’t use it to purchase the items online. Instead, I will use it to find the discounts / sale offers of my favourite stores and then I will pay for these in-store 3.8%
Yes (other) 0.1%
Would you be happy for brands to send you promotional offers on your mobile about post-Christmas sales?
No, I do not want brands contacting me on my mobile with promotional offers 80.8%
Yes, I would like to receive promotional offers on sales items from brands on my mobile, providing they are relevant to me 11.7%
Yes, I would like to receive promotional offers on sales items from brands on my mobile 7.4%
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