Mobile devices and social media are playing an increasingly important role in B2C buying decisions: almost 60% make their purchases via apps or social media platforms.
The mobile channel is currently seeing the biggest boom: the latest Oracle survey of 5,000 customers in Europe, Asia and America revealed that 67% now use their smartphones for shopping (compared to only 26% in 2014). Making purchases via mobile devices is especially popular in India (86%), while shoppers in high-tech country Japan are clearly more reluctant (45%). When asked whether they would like to be contacted by vendors via social media channels, one third responded positively, one third negatively and the rest was undecided.
Many customers would also like to see more technological support in retail stores. Here the verdict is clear: 83% feel that retail absolutely has to embrace new technologies. Digital signage solutions appeal to about 51% and almost as many (50%) expect to see in-store apps for product searching in the future. (Source: Oracle/bs)