More Shoppers Using Mobile to Compare and Pay
The number of shoppers using mobile devices to compare and pay for merchandise has risen significantly in the past year, according to a new Vantiv survey. The percentage of shoppers who used a tablet to pay for in-store purchases and those who used a phone climbed from 19 percent and 2 percent, respectively, last year to 33 percent and 11 percent this year. “In the last couple years, everyone was fixin’ to get ready for mobile,” says Vantiv’s Lorena Harris. “Now it’s about how can merchants play catch-up, because it’s coming so fast.” The poll also found that 43 percent of consumers currently use mobile devices while shopping, spending an average of 11 minutes on their phone or tablet while in the store. Approximately 40 percent use the device to compare prices, while others check reviews, share photos of products, or communicate with friends about a possible purchase. In-store mobile use is more popular than purchases from online merchants, but shoppers using mobile for Web shopping rose from 7 percent to 16 percent over the past year. Mobile shopping’s growth reflects the proliferation of mobile devices, and most surveyed shoppers told Vantiv they want to be fully reliant on mobile within five years.
From “Survey: More Shoppers Using Mobile to Compare, Pay”
Cincinnati Enquirer (05/05/14) Horn, Dan