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RetailMeNot Conducts Survey of Shoppers' Behaviors

Mobile Commerce Insider Featured Article

June 21, 2013

RetailMeNot Conducts Survey of Shoppers' Behaviors

By Melissa Warten
Contributing Writer

When in Rome, do as the Romans do – and if Rome’s modern storefronts are crowded with tech-savvy shoppers, then businesses must get tech-savvy themselves. Mobile marketing, according to recent data, has been playing an increasingly crucial role in the way people use their smartphones in the consumer world.

The digital coupon site RetailMeNot delivered the results of a mobile-shopping survey at the Internet Retailer Conference and Exhibition in Chicago, Ill. on June 7. RetailMeNot users share thousands of digital coupons from retailers to be rated and ranked.

The survey focused on these “deal-seeking behaviors” within various demographics. For instance, 94 percent of 18-34-year-olds reported using their mobile devices to search online in the month prior to taking the survey, as compared to 65 percent of those ages 35 and over. 89 percent of those surveyed were parents; 71 percent were not. In terms of making purchases via mobile, 71 percent of those who said yes to having done so in the past month were ages 18-34, and 42 percent were ages 35 and above. Additionally, parents were again more likely than non-parents (67 percent versus 46 percent).

Regarding mobile coupons, 46 percent of 18-34-year-olds were likely to search for mobile coupons while in a physical store, while 30 percent of those ages 35 and over noted their likelihood to do the same. Of those surveyed, 46 percent were parents and 31 percent were non-parents. This research also accounted for region of residence, and found residents of Southern states more likely to search for a coupon while in-store than residents of other regions (56 percent versus 49 percent). Finally, the survey asked the likelihood of making a purchase if the subject received a mobile coupon while near that store. 63 percent of 18-34-year-olds versus 43 percent of those ages 35 and over claimed they would be more likely to make a purchase upon receipt of such a coupon. 64 percent were parents and 44 percent non-parents; 56 percent were Southern while 49 percent were from other regions.

Overall, RetailMeNot’s survey indicated the 18-34-aged demographic to be more likely than their older counterparts to use mobile devices while shopping, with an increased likelihood found in parents and Southerners.

John Faith, senior vice president of external affairs for RetailMeNot, Inc., said, “There’s no doubt that today’s consumers are more empowered than ever by smartphone technology, and retailers can recognize and enable those behaviors or lose business to competitors who understand the power of mobile marketing.”

Indeed, mobile marketing is making shopping easier and more efficient – businesses would be wise to “do as the Romans do,” and adapt alongside their consumers to benefit from this alteration.

Edited by Rich Steeves

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