Mobile shopping is taking off among affluent consumers according to a recent study from eMarketer. Stating convenience as the main driver, affluent shoppers who have purchased on mobile increased from 23% in 2011 to 51% in 2012. Shopping apps have certainly aided this surge, but we can’t forget mobile payments for in-store items as well. Both activities place the phone at the center of commerce.
CNET and the IPG Media Lab recently partnered on a research project to uncover how mobile apps are being used by consumers to make purchase decisions. The research specifically tested the CNET Reviews app to explore opinions, influence and opportunities for both marketers and CNET. The findings are based on aggregated evaluations of thirty-six shoppers at a leading consumer electronics retailer, including pre and post-shopping interviews, in-store observation and physiological stimuli recording methods. Each participant was a well-informed consumer electronics shoppers and existing CNET user.