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Smartphone use is skyrocketing – and retailers are taking advantage

March 10, 2014

Retailers have been offering mobile credit card payment processing services for years, allowing consumers to purchase products from e-commerce websites using their tablets, smartphones and other devices.

Retailers have been offering mobile credit card payment processing services for years, allowing consumers to purchase products from e-commerce websites using their tablets, smartphones and other devices. One recent report illustrated why this was so important by detailing the amount of time that consumers spend on their smartphones on a day-by-day basis, and thus, how many chances retailers have to engage with consumers through mobile devices. 

A ExactTarget study, reported on by Internet Retailer, found that the average consumer spends well over three hours on their smartphone every single day – offering ample opportunity for retailers and e-commerce store owners to engage with them using the devices. In fact, 85 percent of smartphone owners went so far as to state that mobile devices are a central part of their day-to-day life

As a result, many consumers are already using the devices to communicate with – and purchase products from – their favorite brands. More than 50 percent of respondents noted that they have “liked” or followed a brand via a social media website using their mobile device, according to Internet Retailer. 

One company that’s well-aware of the effect of smartphone shopping is QVC. A recent Mobile Commerce Daily report detailed how a large portion of the company’s e-commerce consumers were using smartphones and tablets to access the site and place purchases.

“We have a huge mobile audience — I’m not quite sure if it’s 50 percent — but it’s a very large percentage of our online audience uses mobile,” said Craig Donato, vice president of social at QVC, according to the report. “We have spent a lot of time developing tablet experiences, Android and iPhone experiences.”

As a result, QVC has been working to reshape their entire online store to better serve consumers accessing debit card and credit card payment processing pages using their mobile devices. For example, the company has begun listing “trending topics” and other personalized content alongside their e-commerce offerings, more closely mirroring the design of social media websites. 

“So much of retail and e-commerce today is about serving demand,” Donato added, according to the report. “We assume that someone’s going to show up knowing that they’re going to try to buy something … [the question is] How do people show up and how do we inspire them to want to buy something?”

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