More than Half of Consumers Utilize Mobile Phones for In-Store Holiday Shopping Activities, According to Motorola Global Survey
NEW YORK, Jan. 11 /PRNewswire-FirstCall/ -- NRF 2010 (Booth #1623) -- A recent Motorola, Inc. (NYSE: MOT) Enterprise Mobility Solutions annual research study of holiday shoppers identified that more than half (51 percent) of consumers across 11 countries used their mobile phones for in-store activities such as comparison shopping and getting peer feedback, product information and coupons, which signals the increasing importance for retailers to adopt mobile shopper technology strategies to remain competitive.
According to the study, the usage and impact of mobile shopping technologies exploded during the 2009 holiday shopping season. The survey identified that 64 percent of Gen Y (age 18 to 34) shoppers used their mobile phones for in-store shopping-related activities during the holiday season. Retailers, financial service institutions, advertisers and technology vendors are taking advantage of mobile platforms to attract this increasingly technologically savvy generation of shoppers. In addition, all surveyed age-segments cited interest in next-generation retail technologies, demonstrating the growing consumer demand for real-time information to make better informed shopping decisions. In fact, when in-store associates were equipped with mobile technologies, such as two-way radios and handheld mobile computers, surveyed shoppers reported a better experience due to the use of the devices (59 percent and 56 percent respectively).
"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," said Frank Riso, senior director of retail solutions, Motorola Enterprise Mobility Solutions. "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."
Reflective of the tight economic climate, surveyed shoppers sought more coupons and discounts in 2009 with 39 percent willing to abandon purchases if coupons and discounts were unavailable. Cost-conscious shoppers expected more aid from retailers on pricing and bargains as only half reported satisfaction with the availability of coupons and discounts.
Shoppers in North America left an average of $109 unspent this past holiday season due to stores' limited merchandise, lack of availability of coupons/discounts and inconsistent customer service. Nearly 40 percent of surveyed shoppers abandoned the purchase altogether - a significant increase over 2008 when 20 percent reported not buying the item at all. Interestingly, the majority of abandoned purchases could have been recovered, including 54 percent of abandoned purchases in consumer electronics retailers, 46 percent in clothing stores and 42 percent in auto parts stores, if coupons or discounts were more readily available.
Enterprise Mobility Transforms the Retail Experience
Motorola's Enterprise Mobility Solutions division connects shoppers to information when and where they need it - helping to improve customer satisfaction and transform the shopping experience. Motorola, combined with a complete ecosystem of business partners, provides the products, services and applications necessary to maximize supply chain efficiencies, increase associate and corporate productivity and redefine the customer experience for retailers worldwide.
As Motorola recognizes that one solution does not fit all - especially in the retail sector where consumer shopping styles vary - the company offers a broad range of solutions to enable retailers to give customers the shopping experience they want. By leveraging Motorola's enterprise mobility solutions, retailers can offer self-service shopping assistance, mobile loyalty programs, item-level product tracking for greater inventory visibility and quicker checkout lines. More importantly, the technology helps retailers increase associate productivity and streamline sales processes, improving a store's ability to ring more sales during the holiday season.
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About the Survey
Motorola conducted an independent research study to measure retail shoppers' behavior during the 2009 holiday shopping season in the US, Canada, UK, Germany, France, Italy, Spain, Mexico, Brazil, India and China. More than 4,530 shoppers (age 18 -65) completed the survey from November 25 to December 20 through research partners e-Rewards and TNS, International. e-Rewards, Inc. is the largest "by-invitation-only" online research panel serving more than 900 research firms with over three million respondent members. TNS is a global market information and insight group with a network spanning 80 countries and sourced consumers from Ciao-Greenfield online panels for this study. Women comprised 53 percent of the sample and men, 47 percent of the sample. The survey was designed to probe shopper behavior and measure shopper satisfaction across various retail segments. Key metrics used to gauge market satisfaction include appearance (neatness) of the displays, availability of coupons and discounts, availability ease of finding correct prices, merchandise availability, level of store associate assistance and check-out duration.
Motorola is known around the world for innovation in communications and is focused on advancing the way the world connects. From broadband communications infrastructure, enterprise mobility and public safety solutions to high-definition video and mobile devices, Motorola is leading the next wave of innovations that enable people, enterprises and governments to be more connected and more mobile. Motorola (NYSE: MOT) had sales of US $30.1 billion in 2008. For more information, please visit www.motorola.com.
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SOURCE Motorola, Inc.