While mobile marketing has become more commonplace over the past few years, mobile payments have failed to grow as fast. A recent blog post by Gartner notes some findings from a recent survey they conducted that sheds some light on just why.
The respondents were asked to list the top uses for their smartphone for retail over a six month period and their top responses are as follows:
- Find store location;
- Check to see if the product is in stock;
- Check competitive prices before going to/and while in the store;
- Browse a retailer’s website;
- Check product reviews.
From the article:
“What is apparent each year this study is done is that paying for things using a mobile phone is actually pretty low on their priority list. Only 18% (ranked 15 out of 19 activities) indicated that they would use their mobile phones to conduct or make a payment in a physical store.
However, Digital marketers take note. These five activities they want to do on a smartphone before and after the transaction will significantly influence and lead to a transaction itself: the goal of marketing.
What our survey indicates to me is that retail store purchases can involve the mobile marketing in multiple decision making activities leading the consumer to a purchase even though the actual transaction step is not the priority.”