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
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
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.