There was a time not too long ago when luxury shoppers lagged behind the general population in mcommerce adoption. There were a variety of reasons for this, affluent consumers tended to fall into older age brackets and those consumers were in the early stages of mobile adoption. Also, affluent shoppers liked the personal service and attention from shopping in store. New research suggests that luxury shoppers now expect retailers to be mobile-ly optimized and are active mcommerce participants.
• Over 40% think these brands should have mobile purchasing functionality and over one-third expect the mobile site to offer the same assortment of products & services as the retailer’s desktop site
• Over a quarter of luxury shoppers own a tablet compared to roughly 16% of US web users
• Nearly 60% of digital luxury shoppers have made a mobile purchase compared to 12% of total smart phone owners
• The median age of a digital luxury shopper in the US is 37%, which is much younger than the median age of a mainstream digital shopper. Their median age is 44
What Does This Mean To You?
If your business targets upper-end consumers, mobile is a must have. Not having a mobile site could eliminate half of your potential target shoppers. Not having a mcommerce option could purge 40% of them from your customer base. This buying segment values service as well as convenience. Things like mobile chat and mobile product videos are things that will enhance their experience and build loyalty to your business. The fact that these shoppers are more inclined to be tablet owners also gives you more options to improve their shopping experience. Large screen sizes and enhanced features can help you better show off everything you have to offer. For more information on how your business can engage the luxury mobile consumer, please contact your Orlando Sentinel Media Group representative or:
Advertising Research Manager
Source: Mobile Commerce Daily; Forrester