Local Corporation Reveals Results of Latest Mobile Shopper Study
March 26 2014 - 3:00PM
Business Wire
27 percent of consumers have used smartphones
to pay for an in-store purchase
Local Corporation (NASDAQ: LOCM), a leading local advertising
and technology company, today revealed results from its latest
mobile shopper study.
Commissioned by Local Corporation and conducted by the e-tailing
group, the latest mobile shopper study, “Unlocking Today’s Mobile
Shopper: What Drives Them to Buy,” explored current mobile local
shopper behavior, including: what types of shopping apps connected
consumers are using and consider most valuable; what types of
mobile content drive purchases; and how comfortable consumers are
with mobile payments.
“Mobile devices and specifically smartphones continue to play a
growing role in driving shoppers through the last mile of the
path-to-purchase,” said Michael Sawtell, president and COO, Local
Corporation. “Our research reflects that there are many important
factors that influence purchase decisions for mobile shoppers, with
ratings and reviews remaining a top influencer and rich localized
product results gaining influence.”
“Today’s shoppers are not only researching purchase decisions
via mobile more often, they are also actually using their
smartphones as wallets, with 27 percent of consumers revealing that
they have used their smartphone to pay for an in-store purchase,”
added Sawtell. “The key takeaway for retailers and brands is that
they need to incorporate cross-channel engagement strategies to
reach these connected consumers at the right time with the right
message to drive them in-store.”
Top influencers for purchase decisions via mobile:
- Search results listings (50
percent)
- Peer ratings and reviews (42
percent)
- Search results showing local
availability (31 percent)
Top three most searched categories via mobile when
researching a purchase at a local store:
- Clothing and accessories (50
percent)
- Consumer electronics (45 percent)
- Movies/music/video (44 percent)
Significant gaps exist in mobile purchasing patterns by
gender:
- Women are more likely to be influenced
to purchase by email (33 percent vs. men at 27 percent)
- Men are more likely to be influenced to
purchase by search results listings (51 percent vs. women at 48
percent)
Mobile payments are gaining ground:
- 27 percent of consumers have used
smartphones to pay for an in-store purchase
The brands that are most trusted by consumers for potential
mobile wallets/payments:
- Visa (24 percent) and PayPal (21
percent) topped the list
- Apple was not far behind (15
percent)
- Amazon (13 percent) and American
Express (7 percent) rounded out the top five
Shoppers still go to search engines when conducting product
research on their mobile device; while research via apps and other
websites continues to gain traction:
- Search engines (73 percent)
- Specific Sites (33 percent)
- Apps (24 percent)
The company’s patented Krillion® local shopping platform
aggregates dynamic, national and regional retail shopping content,
from approximately 120,000 store locations.
The latest version of the company’s Havvit shopping app, powered
by Krillion, provides real-time inventory availability and tells
shoppers if the product they want is in stock and available at
nearby stores. One of the first shopping apps of its kind designed
for iOS 7®, Havvit delivers a highly personalized and intuitive
shopping experience. Download the Havvit app from iTunes®
(http://bit.ly/1d8Y111).
The company will be showcasing the research findings, as well as
its Krillion platform and the new version of its Havvit app as a
speaker, exhibitor (booth #2418) and sponsor this week at ad:tech
San Francisco (booth #2418), March 26-27. Sherry Thomas-Zon, Local
Corporation's vice president of local shopping, will present the
findings at 3:30 p.m. today during ad:tech in a session titled
"Unlocking Today’s Mobile Shopper: What Drives Them to Buy.”
Methodology and Demographics
The online survey of 1,294 consumers was completed in March
2014. All respondents were pre-qualified for smartphone ownership
and the sample was made up of 46 percent women and 54 percent
men.
The e-tailing group is a Chicago-based consultancy that helps
retailers deliver the right customer experience across all
channels, while assisting technology companies create and execute
go-to-market strategies that simultaneously educate the retail
community.
About Local Corporation
Local Corporation (NASDAQ:LOCM) is a leading local advertising
and technology company that connects businesses with approximately
a million online and mobile consumers each day using a variety of
innovative digital advertising products. For more information,
visit: http://www.localcorporation.com.
IOS is a trademark or registered trademark of Cisco in the U.S.
and other countries and is used under license.
Forward Looking Statements
This press release contains certain forward-looking statements
that are based upon current expectations and involve certain risks
and uncertainties within the meaning of the U.S. Private Securities
Litigation Reform Act of 1995. Words or expressions such as
"anticipate," "plan," "will," "intend," "believe" or "expect" or
variations of such words and similar expressions are intended to
identify such forward-looking statements. These forward-looking
statements are not guarantees of future performance and are subject
to risks, uncertainties, and other factors, some of which are
beyond our control and difficult to predict and could cause actual
results to differ materially from those expressed or forecasted in
the forward-looking statements. Key risks are described in the
filings we make with the U.S. Securities and Exchange Commission.
The forward-looking statements in this release speak only as of the
date they are made. We undertake no obligation to revise or update
publicly any forward-looking statement for any reason.
Investor Relations and Media Relations Contact:Local
CorporationCameron Triebwasser,
949-789-5223ctriebwasser@local.com
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