There's no denying that mobile is changing the way we shop. In fact, when asked by the National Retail Federation how they will shop this holiday season, nearly 20 percent of consumers said they will use their mobile device, a 22 percent increase from last year and a drastic change from 2009 when just 2 percent of consumers were shopping on mobile. This rang true on Black Friday when mobile accounted for 37 percent of all online traffic, according to IBM’s Digital Analytics Benchmark, a 36 percent increase from last year.
So if holiday shoppers are increasingly browsing and buying on their smartphones and tablets, marketers must be connecting with consumers through relevant, real-time and location-based mobile marketing to drive even more sales, right? Wrong.
We recently conducted a survey of 1,200 U.S. consumers and found that while a third of consumers have subscribed to mobile marketing from brands, 35 percent of those consumers indicated that the messages they receive are not relevant.
As a result, retailers have a huge opportunity to leverage targeted mobile marketing to cut through the clutter this holiday season and into 2014. In fact, the survey results found that highly relevant mobile messages can prompt consumers to follow through with purchases, particularly when those messages are part of an orchestrated customer experience that unfolds over time, across channels and according to an individual’s behaviors and preferences.
Check out this infographic depicting the results of our survey.