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Consumers increasingly use mobile to voice in-store experiences: survey

The Moments of Trust survey, which was commissioned by Jeff Hasen, chief marketing officer of Hipcricket, was conducted in April via email and is based on 100 respondents. The research showed that consumers turn to mobile and social to voice their opinions about their shopping experiences.

“As suspected, be it feature phone or smartphone, consumers are increasingly using their devices as megaphones,” Mr. Hasen said.

“It used to be that a brand could lose the battle for public opinion in two hours,” he said. “It’s now closer to 2 1-2 seconds with Twitter and Facebook members twice as active on mobile as on a PC.

“This has dramatic impacts on brands and retailers.”

Mobile findings
The survey found that in addition to the 46 percent of consumers who reported that they communicated with friends, family and their social network after a positive in-store experience, 40 percent used their device in a retail location to detail a negative interaction.

Additionally, of those consumers who used their handsets to communicate brand experiences, 18 percent used Facebook, eight percent used Twitter and 32 percent communicated via SMS.

“Forty-six percent have broadcast their positive experiences,” Mr. Hasen said. “Conversely, 40 percent told those in their networks about negative Moments of Trust.

“On the negative side, only 10 percent subsequently heard from a brand while 35 percent expected to,” he said.

Retail interaction
The survey found that 10 percent of consumers say that they had hear from a brand following a post about a retail interaction.

Thirty-five percent of consumers said they would want to hear from a store or brand after a negative experience.

In addition, 34 percent say they had seen a post from someone in their network and 48 percent said they would be influenced by a post.

“For 2012, I foresee richer and faster Moments of Trust experiences being sent to Twitter, YouTube, Facebook and other channels,” Mr. Hasen said.

“Devices are more capable – more photos are taken now by phone than dedicated camera and video usage on mobile is on the rise,” he said.

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York