On Device Research has today released findings from the latest wave of its Path to Purchase tracker which reveal that a quarter of KSA smartphone owners claim to visit shopping centres less than they did a year ago in the face of increased usage of online shopping services and on-demand shopping apps.
Furthermore, 80% of the 500 Saudi Arabian smartphone owners covered in the tracker are reporting that they are getting items that they have ordered online delivered to home or work at least once a month, with increased product choice, ease of research and mobile convenience cited as the key drivers.
Growing levels of both digital consumption patterns and smartphone penetration have fuelled a still nascent disruption to the consumer path to purchase in Saudi Arabia. At the same time, forecasts suggest that KSA ecommerce spend will more than quadruple to value of $8.3bn by the end of the decade (Source: AT Kearney).
It is in this context, that the large proportion of smartphone owners who are reporting a decline in shopping centre visits and the overwhelming majority who are now actively engaged with home delivery should come as no surprise to marketers:
The reasons for opting for online purchase over a physical store visit are various, but the majority are reporting that they have more choice shopping online (59%); that researching products is easier online than in store (58%) and that shopping on a mobile phone is more convenient than in store (58%).
The findings about the convenience of shopping on mobile is of particular interest to brands who are either facing increased competition from on-demand services, or are looking to expand their own physical availability on demand. 26% of respondents claim to use shopping apps on their mobile phone and 21% claim to use food delivery service apps.
Digital in general, and mobile specifically still present a world of untapped potential as both a route to market and as a branding platform for traditional brands in Saudi Arabia. As a consequence, measurement and optimisation of the digital opportunity is key.
On Device Research’s Path to Purchase tracker is a bi-annual, multi-country study that takes in the views of 500 smartphone users per market, unearthing insight in to the role of mobile, apps, online video and emerging digital media in the consumer purchase journey. To download a free copy of this report, click here.
If you’d like to find out more about the Path to Purchase Tracker or how to measure digital campaign performance, then get in touch with On Device Research today: firstname.lastname@example.org / +44(0)20 7278 6627 / Cross Device Brand Impact