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Edition: U.S. Article Comments (0) Follow Reuters Analyst Research Report Title Price FRANCE - PUBLIC SERVICES COMPANIES - Graham & Whiteside listing Provider: Graham & Whiteside Limited $440.0 Buy ValuEngine Detailed Valuation Report for TGT Provider: ValuEngine, Inc. $25.0 Buy ValuEngine Industry Report for BEVERAGES Provider: ValuEngine, Inc. $49.0 Buy ValuEngine Industry Report for RETAILING - GOODS Provider: ValuEngine, Inc. $49.0 Buy TARGET CP (TGT=US) 2-weeks forecast Provider: Pechala's Reports $10.0 Buy NYSE and AMEX quotes delayed by at least 20 minutes. NASDAQ delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here. Exclusive: Stores must reach out and touch more mobile users Tweet Share this By Jessica Wohl CHICAGO (Reuters) - Retailers must answer the call to make mobile shopping easier and more engaging or they risk getting disconnected from the majority of mobile device users. While 89.7 percent of the U.S. population aged 18 to 64... Email Print Related News Global crises to soften M&A near-term after strong first quarter 6:54am EDT Best Buy shoppers shun pricey TVs; outlook dim Thu, Mar 24 2011 Ex-Apple exec rolls out phone-based social network Thu, Mar 24 2011 UPDATE 4-RIM PlayBook ready to contest crowded tablet market Tue, Mar 22 2011 AT&T seen selling assets to get nod for mega deal Mon, Mar 21 2011 Analysis & Opinion Counterparties Tech wrap: Ripe BlackBerry not sweet enough Related Topics Technology » Media » Stocks A woman walks past icons for Apple applications at the company's retail store in San Francisco, California April 22, 2009. Credit: Reuters/Robert Galbraith By Jessica Wohl CHICAGO | Fri Mar 25, 2011 9:56am EDT CHICAGO (Reuters) - Retailers must answer the call to make mobile shopping easier and more engaging or they risk getting disconnected from the majority of mobile device users. While 89.7 percent of the U.S. population aged 18 to 64 have mobile phones, only 49.1 percent are using their phones to shop, according to Arc Worldwide, the marketing services arm of advertising agency Leo Burnett. Mobile shoppers are using phone-friendly versions of websites and apps to compare prices, read reviews, check out product features, download coupons and make purchases. Shoppers who used to research big purchases for days can now look up information in a matter of minutes on their phones, while impulsive purchases, such as buying a cup of coffee at Starbucks, can become more considered if people use apps to find a shop, check nutrition data or pay by phone. "It's going to be hard to find a category that is not impacted by mobile shopping," said William Rosen, president and chief creative officer of Arc Worldwide. The company surveyed 1,800 U.S. mobile shoppers and found that 80 percent are "light" mobile shoppers, who use their phones less often than the 20 percent of "heavy" users that many apps are geared toward. "If these light mobile shoppers really start engaging and evolve into heavier mobile shoppers, that's going to increase the mobile shopping population by 50 percent," said Molly Garris, digital strategy manager at Arc Worldwide. (For a comparison of light and heavy mobile shoppers in Arc Worldwide's survey, click here: r.reuters.com/zyx68r). PATHS TO PURCHASE Increasing sales of smartphones have implications for retailers ranging from sites such as Amazon.com Inc to more traditional outlets such as Macy's Inc, said Rosen. "The idea of a single path to purchase is dead," he said. "There are many paths to purchase, and mobile technology is enabling people to shop in different ways, (and) take different routes to a transaction, than we've ever seen before." According to Arc Worldwide, retailers and manufacturers should promote their mobile presence in traditional media and in stores to keep shoppers from heading elsewhere. "There is the risk of them using someone else's app and literally getting snatched out of the aisle," Rosen said. Fifty-one percent of shoppers are more likely to buy from retailers with mobile-specific websites, yet only 4.8 percent of retailers had them, according to a November report from Brand Anywhere and Luth Research. Some retailers, such as LVMH's Sephora and Target Corp, already do a great job by offering creative apps that heavy users of mobile technology download to their phones, and mobile versions of websites for light users, Garris said. 1 2 Next Technology Media Tweet this Share this Link this Digg this Email Reprints We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language, all capital letters or appear to be spam, and we review comments frequently to ensure they meet our standards. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. Comments (0) Be the first to comment on reuters.com. Add yours using the box above. 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Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

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