While this may represent a case of research supporting intuition, a new study [PDF] from Columbia Business School and AIMIA finds that, generally speaking, the higher the product’s price point, the more likely that “M-Shoppers” (consumers using mobile devices while in retail stores to assist in their shopping decision) will conduct an information research while in-store. Roughly one-quarter of M-shoppers in the US and Canada said they almost always conduct such searches on products priced at less than $100, that figure rose to 58% for products priced at $500 and more.
Similarly, while 36% regularly conduct in-store searches when looking at products priced at less than $50, 62% do so for products priced at $250 and up.
Besides price point, the study also finds that the frequency of in-store searches ranges significantly by product category. Respondents most commonly conduct in-store mobile searches for electronics and appliances (83% doing so almost always or frequently) and books and music (67%), with fewer do so for automotive (52%) and food and beverage (50%) products. Read the rest at MarketingCharts.
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