Mobile Marketing: An Hour a Day

Tuesday: M-Commerce Approaches

Like any other aspect of mobile, there's no one-size-fits-all approach to m-commerce. Rather, there are many different paths to purchase. A May 2012 study by research firm Nielsen (www.nielsen.com) states that consumers use smartphones to shop in very different ways depending on the store they are in. For example:

• Mobile coupons are most popular in grocery stores (41 percent of grocery shoppers actively use them), department stores (41 percent), and clothing stores (39 percent).
• Shoppers in electronics stores are far more likely to use their mobile device to read reviews (73 percent), compare prices (71 percent), and scan quick response (QR) codes for additional information (57 percent). They may still use their ...