Consumers who own mobile phones increasingly want to shop using their mobile phones, yet retailers are lagging behind in giving consumers what they want.

Research from Adobe indicates that consumers are unimpressed with retailers’ mobile apps and prefer to use retailers’ mobile websites. Yet, according to data from Brand Anywhere and Luth Research fewer than 5 percent of retailers have a mobile site.

An Accenture study shows that consumers are interested in mobile apps to obtain coupons, view in-store specials, get driving directions, find out if a product is in-stock, get more information about products, and use their phones as loyalty cards, among other things. So there is no mystery about what consumers want.

The question is: when will more retailers get on board and actually give mobile consumers what they want?

Source: eMarketer, “What Shoppers Want from Retail Apps,” eMarketer, December 15, 2010

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• Does Social Networking Influence Women Shoppers? 75 Percent Say No
• U.S. Smartphone Owners Use Phones For Shopping, But Not Necessarily Buying

This entry was posted on Wednesday, December 22nd, 2010 at 5:39 pm and is filed under Ecommerce, Kikabink Lab, Market Research, Mobile Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.