Mobile devices have become in integrated tool in our shopping habits. Whether it’s looking up store locations and hours, comparing prices, or checking out crowd sourced reviews on YouTube, we are burning through our data plans like never before. In fact, Google has determined that “4 in 10 shoppers visited a store online or in-person as a direct result of watching a video online.”  They predict that 57% of apparel sales will be influenced by online in 2012.

So what are the latest trends?

Mobile is pervasive Mobile devices are constant shopping companions.  More than 1 in 5 clothing shoppers are using their mobile devices and tablets on a daily basis to shop.  69% at home, 31% in the store, 28% in line, and 27% at work.  We gather advice on pricing, quality, fit, availability, reviews, and to contact the retailer. A surprising 16% are scanning product barcodes before leaving the store.

Millennials are relying heavily on YouTube.  They are more than twice as likely to check out recommendations by friends, and to make them, than other age groups. Of course this isn’t surprising when you consider that they were the first group raised with this media.

1 in 3 Use YouTube as a Virtual Fitting Room when shopping for clothes. Google reports that 34% of shoppers are more likely to purchase a product ager viewing an online ad. This compares with only 16% after viewing television ads. Marketers have begun to capitalize on this with traditional media promoting online sites and social media sites as sources of more information.

Online Shoppers are impulsive when they perceive they are getting a good deal. 25% report their purchase as impulsive.

People who research online spend more often, and more per order.  

What can you do to take advantage of these trends?

• Be where your customers are. Video is key for younger shoppers.
• Ensure that digital features prominently in every marketing plan and capture the impulse shoppers.
• Align all of your campaigns keeping in mind that offline advertising is fueling online research and purchasing.

Provide the information shoppers are looking for on your landing pages.