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Report: Mobile commerce experiencing dramatic growth

BY CSA STAFF

Redwood Shores, Calif. — A survey released Tuesday by Oracle and Art Technology Group, which Oracle acquired in November 2010, found that mobile commerce is experiencing dramatic growth.

According to the “Mobile Trends: Consumer Views of Mobile Shopping” report, which surveyed more than 1,000 mobile phone consumers in the United States, 48% of consumers use their mobile devices to research or browse products and services. This is up from 37% in an ATG consumer benchmark survey in July 2010 and from 27% in an ATG consumer cross-channel survey in November 2009.

In other key findings, 29% of respondents have made at least one purchase on their mobile phone, more than double the number in ATG’s 2009 survey.

The survey found that mobile technology is for consumers of all ages, as mobile consumers aged 35 and older are nearly twice as likely to leverage a mobile device to research products and services, growing from 19% to 36% for users aged 55 and older and 23% to 44% for those aged 35-54 since 2009.

Sixty percent of users aged 18-34 use their mobile device to research products and services, up from 41% in 2009. In addition, more than two times as many consumers aged 35 and older have made a purchase via a mobile phone since 2009, compared with a 74% increase for consumers aged 18-34.

Twenty-eight percent of respondents have leveraged their mobile device for shopping activities while in a store. Consumers said they used their device to compare products with competing brands, visit a store’s website to acquire more product information, research product reviews and look for coupons or discounts.

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Survey: Commute times impact c-store users

BY CSA STAFF

Houston — A survey released Tuesday by NPD Group found that morning and evening commutes are a peak time for super heavy users of convenience stores to visit, while moderate and light users tend to visit more during the evening commute.

According to NPD’s Convenience Store Monitor, which tracks the consumer purchasing behavior of more than 51,000 convenience store shoppers in the United State, super heavy users are identified as those who visit c-stores an average of 22 times a month; heavy users visiting 9.6 times a month; moderate shoppers visiting five times a month; and light users with 1.9 times a month.

Super heavy and heavy shoppers typically have blue collar occupations and are 35-54 years old; moderate shoppers are slightly more likely to be between the ages of 55 and 64 and slightly more likely to have incomes between $45K and $75K. Light c-store shoppers skew younger at 18-24 years old, and older at 65 years-old or more and are more likely to be students or retired from the work force.

According to NPD’s Convenience Store Monitor, super heavy users have the highest incidence of visits during the morning and evening commutes (5 a.m. to 9 a.m. and 4 p.m. to 8 p.m., respectively). Super heavy users tend to purchase coffee, carbonated soft drinks, and newspapers or magazines in the morning and are more likely to purchase cigarettes or tobacco products, lottery tickets, and alcoholic beverages in the evening.

A quarter of heavy c-store consumers visit c-stores during the evening commute while one in five visit c-stores during the morning commute. These shoppers tend to buy sweet snacks in the morning and cigarettes and alcoholic beverages in the evening. Dairy products are popular during prime time with heavy c-store shoppers.

Evening commute is a popular day segment for moderate and light c-store shoppers. Light shoppers are more likely than average to purchase frozen/slushy drinks and water during the evening commute. Slightly more than half of both light and moderate c-store shoppers make product only purchases and are less likely to purchase products on sale than their super heavy and heavy shopper counterparts.

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Rue21 selects MID Retail to provide Advanced Allocation Software

BY CSA STAFF

Indianapolis — MID Retail said Tuesday that Rue21 has selected its Advanced Allocation Software for Allocation and Store forecasting.

According to MID, its Advanced Allocation Software was designed to help multi-store, multi-SKU retailers increase accuracy, efficiency and profitability.

“During our selection process we reviewed the major tools in the marketplace,” said Michael Holland, senior VP IT, Rue21. “We felt that MID Retail’s Advanced Allocation Software best met our strategic business objectives of improving product distribution to the stores as we continue our aggressive new store growth.”

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