To say that the smartphone has become an integral part of our daily life is certainly not an exaggeration: just look around and it will not be difficult at all to find people absorbed in consulting their mobile phones, immersed somewhere between applications and internet searches.
Having ascertained this, it is perfectly understandable how the buying habits of the average consumer have consequently changed a lot: shopping and smartphones go hand in hand and it is important – for those who manage a commercial activity – to understand well how, in order to be able to intercept more customers .
In this regard, a recent research commissioned by Google to Nielsen (a company specializing in market research) and carried out on 950 people aged 18 and over, gave enlightening results that we could summarize in 5 fundamental points :
1. Consumers spend an average of over 15 hours doing searches on their smartphones every week and visit mobile sites at least 6 times. In the image below you can specifically observe the hours spent via smartphone on websites and applications (aimed at searching for a product) over the course of the various days of the week, for a total that exceeds 15 hours.
2. The process of purchasing a product or service via smartphone starts right from the search engines .
From the image below it can be seen that 48% begin the purchase process from the engines , 33% directly on the site of interest and 26% through applications .
3. The proximity of a business is decisive for conversions .
In fact, 69% of consumers expect to find activities within a maximum radius of 8 km , while 10% even expect to find activities within a radius of 1.5 km or even less.
7 1% of those looking for a product or service are therefore looking for a nearby point of sale and therefore consult store locators , especially in the catering , electronics and clothing sectors .
4. The mobile purchase is often immediate .
More than half of mobile consumers want to purchase within 1 hour of searching, 83% within the day.
5. Mobile devices affect purchasing on other channels . 93%
of people who use smartphones to look for something, then really go on with the purchase on the same device or other channel (for example PC), as well as going to the point of sale directly. Specifically, 82% then conclude the purchase in the physical store , 45% via PC or tablet and 17% from the same smartphone .
Coming to the point …
How to use all this information to your advantage?
In light of the above, it is essential that your site is also well optimized for mobile devices (see: how to optimize a site for mobile phones and smartphones ), even better if there was the possibility of interacting with your customers through various applications . type (think for example of the Esselunga app , and so on).
Furthermore, given the centrality of search engines also in mobile, it means being clearly visible to potential customers: therefore, develop customized campaigns for mobile, with call to action specifications ideal for smartphones ( Call now!, Visit the mobile version! ). Last but not least, it is important to record the location of your business (store locators) so that the potential customer can know how far it is from you, with the possibility of also having directions to reach you.
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