Jan
18
Mobile Commerce Is Not Preferred
Wed Jan, 2012 by Derek Mehraban
While nine out of ten tablet owners used their tablets to make a purchase this past holiday season, most prefer to do their shopping on laptops or PCs. 87% of tablet owners say they prefer to shop using their laptop or PC to a mobile device. That data is the result of a study completed by social merchandising firm Zmags.
Another interesting data point to come out of the study is that only 4% of mobile customers prefer to shop on an app. Web browsing, assuming the site is optimized for mobile devices, is the preferred method for users to search for products and to complete sales. Part of the desire for web browsing may be attributed to Facebook. 34% of tablet owners say they do their online shopping through a brand’s Facebook page.
While brands are rushing to build apps, a recommendation made here several times, the lucrative nature of having a specific app may be waning. As mobile users grow more accustomed to online shopping and as apps become more bountiful, then it may just follow that apps are losing some of their appeal. The digital marketing agency needs to be careful about the supposed lucrativeness of the app. The current state of the industry may be a flash in the pan. What is clear, however, is the importance of Facebook for the future of digital commerce. Facebook is becoming the preferred gateway to sales instead of just being the main gateway to customer engagement.
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