Valentine's Day study: Tablets beat smartphones for mobile shopping

Jan. 27, 2014

Customer experience firm Maxymiser today released its latest research study, ″Valentine's Day: Retail's Love Affair With Digital.″ The report compares and contrasts the differing online shopping behavior and purchase activities of American men and women in the shopping process for Valentine's Day. Key findings include:

Personalization sways shoppers to make multiple purchases. Thirty-two percent of men and 30 percent of women are most likely to click on targeted offers when purchasing a Valentine's Day gift on a retailer's website or mobile site. Additionally, a whopping 73 percent of men and 78 percent of women cite personalization as critical to making a secondary online or mobile purchase.

Tablets surge ahead of smartphones as preferred mobile device for last-minute shopping. Seventeen percent of men and 20 percent of women are most likely to use tablets to purchase last-minute Valentine's Day gifts, compared to 17 percent of men and 14 percent of women who use their smartphones to do so.

Free shipping ranks No. 1 in online checkout preferences. Forty-two percent of men and 55 percent of women care most about free shipping options in the online checkout process. In contrast, 22 percent of men and 18 percent of women would like to see the estimated or guaranteed delivery date, and only 16 percent of men and 9 percent of women care about relevant product recommendations.

"Bombarding shoppers with irrelevant, one-size-fits-all messaging and offers will be the death of retailers this Valentine's Day. People not only choose brands on the basis of experience, they also spend more with brands that offer better experiences," said Daniel Toubian, principal consultant for U.S. retail and consumer brands at Maxymiser. "As a result, retailers that tap into the power of omnichannel data and personalization will not only see a near-term increase in engagement and sales, but will also boost customer loyalty and lifetime value of their customers over time."

The study, which was fielded from Nov. 18-20, 2013, garnered a total of 1,000 responses from U.S. adults 18 years or older who own at least one desktop/laptop computer and a smartphone or tablet.

Read more about consumer behavior.

Topics: Consumer Behavior , Marketing , Mobile Retail , Omnichannel / Multichannel

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