14 بهمن 1389

رونق خرید با موبایل در کریسمس امسال

نشریه توسعه مهندسی بازار- شماره ۱۶- آذر و دی ۱۳۸۹

توسعه مهندسی بازار: نتیجه تحقیقات اخیر نشان می دهد که تقریباً ۲۰ درصد از مصرف کنندگان در انگلستان برای خرید در طول کریسمس از گوشیهای موبایل خود استفاده می کنند و این درحالی است که خرده فروشان هم آماده فروش موبایلی هستند.

امسال در کریسمس خرده فروشان انتظار رونق کسب و کار در فروشگاهها و همچنین فروش به صورت آنلاین  را دارند. و در این میان که ۵۸ درصد از فروشگاههای بزرگ دارای وب سایت موبایلی هستند، تجارت موبایلی m-commerce راه خود را در فروش آنلاین هموارتر می کند.

تسکو گفت که انتظار دارد ۱۰ درصد فروش را از طریق موبایل انجام دهد اما تحقیقات شرکت تحقیقات بازار تامار  Tamar نشان می دهد که ۱۹ درصد از مشتریان در آستانه کریسمس از طریق گوشیهای خود خرید می کنند ، نگرانی بابت امنیت و پیچیدگیهای پرداخت  مانع از آن است که گروه بیشتری برای خرید از گوشیهای موبایل خود استفاده کنند.

بررسی خرده فروشی آنلاین کریسمس در سال ۲۰۱۰ شرکت تامار نشان می دهد که خریداران مسن و جوان تمایل کمتری به خرید موبایلی دارند که علت آن نگرانی  جهت وارد کردن درست جزییات کارت اعتباری یا دیگر اطلاعات حساس در هنگام حرکت است.

به گفته تامار بزرگسالان ۲۵ تا ۳۴ ساله  بیشترین گروه درگیر بودند که ۲۹ درصد آنها اظهار کردند در دوران کریسمس از طریق موبایل خریدهای خود را انجام می دهند.

رئیس گروه تحقیقات بازار تامار گفت، خرده فروشان برای گسترش بیشتر خرید با موبایل باید علاوه بر ساده کردن روند تبدیل، منافع و امنیت خرید آنلاین با موبایل را به مصرف کنندگان آموزش دهند.

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