Consumers extend their online behavior to physical stores
The rise and development of the Internet and new technologies has created a prototype online buyer with its own characteristics. This is due mainly to instant access consumers have to make price comparisons when they carry out their purchases, allowing you to develop different activities. However, the features of online shoppers now have moved to the area of physical stores, as demonstrated by research carried out by GfK.
Specifically, the company asked users of smart mobile phones more than twenty countries, to list the activities carried out regularly through these devices while they are shopping in a physical store. The results of the investigation could not be more striking.
Thus, the main feature of his conduct was, in four of every ten cases, they used these devices to purchase prices. A similar percentage was the one who obtained the status of contact with friends and family to advise them about the products and services they intended to purchase. Third, with 36% of positive responses highlighted the inclination of consumers to make pictures of the products that can get you to buy.
In addition, the analysis also shows that the behavior between men and women regarding the use of the mobile phone inside a physical store does not differ in a significant percentage, as this is high in both consumer groups and stands at 42% in the case of men and 37% for women.
With regard to the different age of buyers, who most often have this online behavior on a physical establishment are younger users between 20 and 29, who account for nearly 50% of affirmative answers. They are followed by consumers aged between 15 and 19 years and those with between 30 and 39 years. In both cases they obtained 45% of positive responses.
By country, the buyers of Asian countries such as China and South Korea, as well as Turkish citizens recognize to be the most likely to purchase prices in stores through their phones, with 59%, 54% and 53% respectively. On the opposite side consumers in Ukraine, South Africa and India, with 11%, 15% and 17% respectively are located.
Importance of mouth
The fact of contact with family and friends so that they give their opinion on the products and services that consumers want to buy in a store is a practice equally important for both men and women. A worldwide, both genders are equally likely to use their mobile phones in a store for this activity (specifically, the average research suggests that they do 40% of women and 39% of men).
By age, younger adults (ages 20 to 29) are those who hold the bulk of this behavior, as one out of two recognizes play. They are followed by teens aged 15 to 19 and the next higher layer, adults between 30 and 39 years (48% and 47% respectively). For the investigators this behavior shows that word of mouth and advice from the inner circle of the buyer is present at the same time to make the purchase decision within a store. That is why sales teams of these establishments to influence a new face in the stores, which should improve through the experience of physical buying customers.
By country, the buyers of Mexico, Poland and Turkey are the most likely to use mobile phones to contact friends or family for advice, doing this in stores by 55%, 53% and 52%, respectively. By contrast, buyers in Japan, Indonesia and Germany are the least likely to do so, with only 16 years, 21% and 24% respectively.
Photography, that something will
Similarly, taking pictures of real products in physical stores is the third activity that most buyers perform in these environments. Behavior that is again homogeneous in gender, for more than a third of consumers recognize carry it out. By age, teenagers are most reproduce this behavior, followed by young adults, 44% and 43% respectively.
According to different countries, Mexico, China and Turkey again lead the ranking of this activity, with 49% and 47%, respectively. On the contrary, this activity is still emerging in markets such as Indian, Ukrainian and Indonesian, where only registered 12%, 13% and 16% respectively.