The report, by Arc Worldwide, based on a survey of 1,800 U.S. mobile phone users and a smaller qualitative study with 30 mobile shoppers, shows 50% of consumers are using their mobile device while shopping. Since the smart phone penetration rate in the U.S. hasn’t yet hit 50% that means that many consumers are using feature phones. In fact, such shoppers are the majority — 80% of those users are consulting their feature phones for purchases.
William Rosen, president and CEO of Arc, puts shoppers in two groups — heavy and light users. The former tend to be wedded to their phones and love experimenting with new apps. The latter view their cell phones as an inferior, on-the-go version of their computer. While many marketers are focusing on the former, Molly Garris, digital strategist at Arc, says that light users will remain the majority for some time. She suggests the best way to address the market right now is via multi-tiered campaigns aimed at users with smartphones and feature phones. Garris says Sephora is a good example of such a marketer; the brand has in-store displays directing shoppers to m.sephora.com, which can be accessed with a feature phone, but Sephora also has a barcode-reading app for those with smartphones.
Otherwise, the report also finds that what is becoming a considered purchase has been redefined. “What’s casual is now more considered,” says Rosen,”and what’s considered is more casual.” For instance, shoppers are finding that bringing their phone with them helps them research big, considered purchases like cars on the fly, but phones can also add a layer of complexity to simple purchases, like coffee. “Nothing more casual than buying a cup of coffee,” says...
