More than 56 per cent of current smartphone users are seriously considering an Apple iPhone and 44 per cent an Android device for their next smartphone, according to "Going Mobile," a new study by global market research and advisory firm IHL Group and event promoter RetailConnections published Tuesday.
The survey suggests that smartphones could nearly double shipshare in the U.S. in the next 12 months. The study also reveals that only 24 per cent of smartphone users surveyed are seriously considering a Blackberry and only 10 per cent a Windows smartphone for their new device (although respondents could choose more than one device they were considering).
The survey of 570 consumers and 66 retailers highlights the way that consumers use their devices for social media and commerce. The study also focused on how retailers are planning to engage consumers before they visit a store and once they are in the store environment.
“The iPhone is quickly replacing the Blackberry in the mindshare of consumers and the executive office for many retailers,” says IHL Group President Greg Buzek. “The growth in the executive office of retailers and store associates is most striking.”
According to the study, only 19 per cent of retailers today support their management reports on iPhone. However, that number is expected to increase to 60 per cent within the next 12 months. iPad adoption is soaring as well, from less than five per cent to 47 per cent within a year. Android-based devices will see a strong increase as well, from 14 per cent today to 33 per cent within the next 12 months.
“The iPad ushered in the age of the tablets, and retailers are going to adopt these quickly,” Mr. Buzek observes. “Retailers have longed for moderately-priced handheld devices for their sales associates and store managers to enhance the consumer experience. With the advent of the iPad, we have seen the price drop from $1,500 a device to under $500 in volume. Some retailers are looking for these tablets to eliminate POS locations in their stores altogether.”
Other highlights of the study include:
• Standalone GPS devices are an endangered species. SIxty-six per cent of all smartphone users have used the GPS application on their phone in the past 12 months.
• Thirty-five per cent of smartphone users have received and/or redeemed a coupon they received via text message.
• Forty-one per cent of shoppers have checked competitive prices while in a retail store either with Amazon, Red Laser, or another comparison engine.
• Fifty-four per cent of all retailers surveyed indicated that within 12 months they will have the ability to not only deliver coupons electronically to their customers’ mobile phones, but also to scan the coupon into the POS directly from the mobile phone’s screen.
A summary of the survey results is available for free at www.ihlservices.com as well as a more detailed version of the study for purchase.