Mobile Shopping has Doubled

According to the A.G Lafley (former CEO of P&G), the first Moment of Truth is the moment a consumer walks up to a store shelf and finds the product stocked. This moment is actually going mobile.

It is happening in the hands of consumers, as they use their smart-phones to get info about products, compare features and prices at home or at the store.

The infographic titled "The First Moment of Truth" describes the significant shift in consumer behavior towards using mobile phones for product research and purchasing. It highlights how this change is impacting retail and shopping experiences.

Key Points:

1. The First Moment of Truth:

   • Defined by A.G. Lafley, former CEO of Procter & Gamble, as the moment a consumer finds a product on a store shelf. This moment is increasingly going mobile.

2. Mobile Usage in Shopping:

   • In 2009, 23% of consumers used mobile phones to access a retailer’s website, which increased to 32% in 2010.
   • The number of consumers researching products on mobile phones doubled from 2009 to 2010.

3. Consumer Research Behaviour:

   • When researching products, consumers mostly look for price information (47%), product specifications (33%), and compare different products (20%).

4. Purchasing from Phones:

   • The rate of purchasing from phones quadrupled from 2% in 2009 to 8% in 2010.

5. In-Store Mobile Phone Use:

   • Consumers use their mobile phones in stores for various activities:
     • 44% send texts about products.
     • 25% take/send photos of products.
     • 48% search for product information.
     • 38% use or request a coupon.
     • 20% scan barcodes.

6. Growth in Barcode Scanning:

   • Mobile barcode scanning increased by 1600% in 2010.

7. Retailers' Response to Changing Behaviour:

   • 87% of retailers agree that shoppers can easily find better deals.
   • 55% of retailers acknowledge that shoppers are better connected to information than their staff.

The infographic underscores the growing influence of mobile technology in the retail sector, where consumers increasingly rely on their smartphones for product information, price comparison, and even purchasing. This trend indicates a major shift in the traditional shopping experience, where the "first moment of truth" often occurs digitally rather than in physical store aisles.