BiTE interactive’s “2013 Black Friday Mobile Commerce Report” looked at how consumers will use mobile applications during Black Friday 2013. The report found that 40 percent of Hispanics and 37 percent of millenials plan to use mobile apps to find the best prices on Black Friday.

“It’s crucial for retailers to deliver real value to the customer by solving their problems and easing shopping friction,” said Joe Farrell, executive vice president of operations at BiTE interactive, Los Angeles.

“Our 2013 Black Friday Mobile Commerce Report found the millennials and hispanic markets overall were the savviest mobile shoppers on Black Friday,” he said. “This isn’t surprising given most mobile shoppers are accustomed to the one-click lifestyle where anything and everything can easily be purchased and on their doorstep in a matter of days.

“Unlike traditional advertising that gates value behind an ad, apps must provide clear and lasting value to the consumer if the marketer hopes for them to be used, especially on the busiest shopping day of the year. Our study shows strong consumer demand for retailer apps that inform and empower the shopper especially features that offer real-time discounts, direct insight into in-store stock info and in-app one-touch ordering.”

BiTE Interactive commissioned YouGov to poll a representative sample of 1,539 American adults online between Oct. 28-30 for this study.

Mobile savvy
While Hispanics and millenials topped the list for most likely to showroom, other demographics were not far behind.

Eleven percent of all respondents said they were very likely to showroom this Black Friday, and 13 percent were somewhat likely. Twelve percent of ages 15-54 were very likely to showroom, and 14 percent were somewhat likely.

Eighteen percent of white respondents were likely to showroom, and 28 percent of black respondents were likely to showroom.

In addition to targeting the most mobile savvy demographics, the report also looked at general mobile behaviors in general relating to Black Friday.

According to the report, 49 percent of U.S. adults said they would be somewhat or more likely to shop with a retailer on Black Friday if they had an app that offered their favorite feature to help them shop.
When asked how likely they were to showroom on Black Friday

App features
Among favorite features, immediate discounts took the lead, with 47 percent of respondents saying that their most desired app feature was if the retailer offered them real-time discounts based in the items they were currently browsing.

Despite the fact that they wanted real-time discounts, respondents said they wanted less personalization and did not like personalized suggestions.

Another favored feature was insight into inventory, such as the ability to determine if a specific item was in stock. Thirty-two percent favored this feature.

Twenty-eight percent of respondents looked for in-app one-touch ordering, payment and shipment of out-of-stock items.

Additionally, the report found a correlation between larger phone screens and interest in mobile shopping, with Samsung Galaxy S series smartphone owners the most likely to shop on mobile.

“Clearly, if a retailer is competing solely on price, showrooming is a very present threat – many online retailers don’t have the costs associated with a physical footprint and sales staff,” Mr. Farrell said. “But retailers can offer so much more than simply competing on price, and their mobile apps are a great way to showcase how much more they can offer by building deeper relationships with their customers. When a retailer is consistently delivering real value to their customers, they have less desire to look elsewhere.

“For example, the report identified real-time discounts as the most sought-after app feature, which also happens to be a perfect tool to combat showrooming,” he said. “Consumers also wanted their retail app to tell them if a specific size or item is in stock and purchase immediately via mobile app if it is not.

“Both of these things are incredible ways for retailers to use mobility to entice consumers to take the best advantage in-store retail has –the immediate gratification of purchasing the item you see in front of you, and taking it home with you. And since we know how easy it is for retailers to run out of the season’s hottest items, if an otherwise-frustrated shopper can purchase something out-of-stock on the spot, at the store (ideally with a discount) through the retailer’s mobile app, it means they won’t go home angry and showrooming for something else.”

Final Take
Rebecca Borison is editorial assistant on Mobile Commerce Daily, New York