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Amazon, Best Buy Tops At M-Commerce Conversion

3/16/2012 10:29:43 AM Eastern
Minneapolis - Best Buy does the best job of keeping mobile shoppers in the house, although Amazon remains the biggest m-commerce beneficiary, with double-digit conversions, a new study shows.

According to a recent survey by market research firm ClickIQ, Best Buy manages to convert 35 percent of shoppers who use a mobile device to research a product while inside its stores, while another 14 percent make the purchase on BestBuy.com.

However, 21 percent end up buying the product from Amazon.com.

Best Buy is also frequented most often for in-store research, with 36 percent of respondents visiting its brick-and-mortar locations to shop. Walmart followed at 30 percent, but only retained 36 percent of sales by in-store mobile shoppers (26 percent in-store and 10 percent online) and lost 24 percent to Amazon.

Target drew 29 percent of in-store mobile shoppers and converted 29 percent in-store, 8 percent online, and lost 21 percent to Amazon.

Sixty-seven percent of respondents said price was the biggest determinant of where they made the final purchase. Lagging behind was availability (14 percent), features (8 percent), free shipping (7 percent), and "already at the store" (4 percent).

Among the other findings:

·         In-store mobile researching is performed more often by men.

·         Males are more likely to purchase the product later from an online retailer;

·         Twetnty-six percent of those aged 30 to 39 and 25 percent of those aged 18 to 29 recently used a mobile device to research a product while in a brick-and-mortar store, compared with 12 percent of those aged 40 to 49, 6 percent of those aged 50 to 59 and 2 percent of those aged 60 or older.

ClickIQ's online survey was conducted March 2-8 among 406 consumers who said they use their mobile devices to comparison shop while inside retail stores.
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