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12.10.2010 Digital shoppers crave customization

The rapid rise of the smartphone is creating a new generation of digital shoppers looking to mobile technology to streamline and simplify their lives. So says new research from GfK Business & Technology, which suggests that as consumers demand ever-higher levels of customisation from the new generation of mobile applications, the response of retailers must keep pace. The new consumers, dubbed "Digital Drivers" by the research firm, are not only consuming, creating and sharing digital content, but now expect to receive “a personal and customisable experience through both online and mobile platforms," says GfK managing director David Krajicek.

While sales of mobile handsets are declining overall, the growing popularity of smartphones rests more on applications than on coverage, according to GfK's survey of 1,000 adults. It found that the value of competing smartphone brands, together with their selection of mobile apps, were now higher priorities than either reliable coverage or customer service. "Our research shows that we are at a mobile application tipping point, where the apps are driving customer purchases of the technology more than the smartphones themselves," said Krajicek. "Smartphone users are increasingly willing to pay for applications, but those applications need to seamlessly integrate with their lives and streamline the tasks they're currently using other technologies to accomplish," he added.

The new consumer mindset will influence both the in-store and mobile shopping experience and will require brands to tailor their applications by understanding how customers will use the technology to shop, says GfK. It believes that for smartphone users, finding the best value for their purchases, along with greater convenience for completing transactions, will shape how, where and when they shop.

B.L. 12.10.2010