How smartphones have gradually taken over the shopping journey at large
Considering the connectivity in today’s era, activity is at its boost all around the clock. And the same goes with marketing and purchasing. Research, inquiry, overviewing and shopping, in general, is never at rest. Individuals are trafficking the internet via smartphones throughout the day for product/service research. Ranging from day-to-day light materials to bulky procurements, every purchase is completed or complemented using the smartphone. An involuntary action of tapping the fingers on the smartphone screen occurs at almost every micro second today in relation to purchase.
Google data mentions that 93% of the population uses a mobile device to research before purchasing. Since this is a significant fraction, it clearly follows that a noteworthy portion of the total purchase made in any brand is credited to smartphone users. Considering the Indian diaspora, about 87% of the Indian community uses smartphone to research before purchasing and 73% of the total smartphone users actually make purchases after this research. India being one of the countries having a large internet user wavelength perceptively reflects the high usage of smartphones in routine consumer activity.
Purchase research is done over a wide range of information. Price information is one of the most sought after data for different brands in online research. Quality of product/service follows this. It is but natural that every individual would like to make a purchase that is affordable and yet has a high quality. Reviews, recommendations and brand names come within this umbrella. Such searches are made during casual talks with friends, serious business gatherings, long term acquisition decisions or even at the shop door step. At all these vicinities, smartphones are the most user friendly, fast and reliable gadgets that can be exploited by any person.
Now moving ahead of research and inquiry, it is noted that consumer decision is highly affected by the smartphone even after physically being in a product outlet. A high percentage of shoppers reflectively turn to their smartphones in order to make a decision of buying. And online information is pointedly influential in the purchase up to the last minute. Carrying a smartphone to shopping is seen today as something almost important as carrying your wallet.
Marketing today does not rest, as consumers are in the ‘on-mode’ 24/7. Smartphones widen the purchase perspective by availing all brands, all information, all possible choices for all possible products/services right on the palms of customers, just a finger tap away.