How Mobile affects Retail Shopping; InMobi Study

InMobi, recently released insights on Kenyan shoppers and their behaviour particularly when making purchase decisions in retail shops. The research was based on a survey spread over a sample of 503 respondents across Greater Nairobi, Eldoret, Kisumu, Mombasa, Nakuru and Nyeri and a few other less prominent areas like rural towns.

Findings reveal that 65% of shoppers are influenced by their mobile phones when making a decision to buy groceries at a local supermarket. In specialty or boutique stores, consumers use mobile 34% of the time to augment their shopping experience, but the majority augment their shopping experience with a mobile phone when in malls or department stores; a larger 31% of respondents. Interestingly, 29% of consumers are using their mobile phones while shopping at street traders either to compare product prices to major retailers or check availability in those retailers. “The mobile phone has become the consumer’s constant companion and Read more »