In the just-as-we-suspected file, find fresh research declaring that consumers are more mobile-enabled and digitally savvy than ever — and that retailers who don’t have a comprehensive mobile strategy for connecting with them are in danger of missing the boat.
American consumer financial services firm Synchrony Financial has just released the findings from its 2015 Digital Study, and they serve as a blueprint for retailers on what it takes to effectively engage shoppers and enhance the customer experience in the digital age.
The survey, which was conducted in the spring with nearly 7,000 Synchrony Bank cardholders and random US-based shoppers, undertook to understand how customers regard mobile technology when it comes to their shopping habits.
Among the key findings of the research were the following:
- Half of survey respondents shop using a mobile device.
- One-third purchase products after seeing them on social media.
- One-third indicate that text offers would drive an incremental shopping visit.
- Digitally delivered value propositions — including free shipping, loyalty programs and personalized offers — continue to be important.
- Forty-five percent of all respondents said they used a mobile device to perform a shopping-related task (researching, sharing, purchasing and reviewing) in 2015, up 4% from 2014 and 9% from 2013.
- Eighteen percent use a mobile device to make a purchase, up from 16% in 2014, and 12% in 2013.
- Eighty-five percent use social media and 45% follow brands via social-media channels
- Thirty percent of all age groups report purchasing a product after seeing it on social media (52% of millennials and 42% of Gen Xers).
Synchrony Financial’s study, its third annual, concludes with a powerful nudge for retailers to create an integrated customer experience across all channels in acknowledgement of shoppers’ preference for all-encompassing digital engagement.