Consumer Survey Shows That Increasing Mobile Use Raises Expectations for Seamless Cross-Channel Shopping
To gain some insight into the multi-channel shopping experience, Sterling Commerce surveyed of the American public about how they want to interact with retailers. The findings reinforce previous findings that consumers’ cross-channel expectations are high, even in tight economic times, and that they expect retailers to deliver a consistent experience across all channels, now including mobile.
The findings are based on a nationwide telephone survey conducted by Opinion Research Corporation with 1,024 adults as part of its Caravan® omnibus survey service. Interviewing was conducted from January 7 to January 10, 2010. Some questions also were asked on a similar survey in January 2009, permitting a look at changes in public perceptions and behaviors.
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