Mobiles are top buying tools, says QVC

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86% of mobile internet users use handsets while watching TV.

Mobile phone are set to become one of the most important customer buying gadgets, taking over from all other new platforms, including the internet, by 2014.

In a jam-packed presentation on social media technology, QVC’s merchandising director Judi Deuchar told the audience at IJL on Sunday that the new generation mobile phone was undoubtedly “becoming the most important device” to retailing.

“Above all else, I want to bring mobile retailing to your attention if you are not aware of it already,” she said. “It is becoming so important and is used by a far wider demographic than you might realise, in ways that might not have been expected.”

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According to Deuchar’s statistics, a startling 86% of mobile internet users make use of their devices while watching TV which, as she points out, illustrates the extent to which retailing has moved outside the parameters of traditional shopping.

Deuchar, whose company is a pioneer of new technologies, also urged retailers to use social media platforms like the networking site Facebook and rapid message service Twitter to communicate with their customers.

“Twitter usage has gone from 5,000 tweets a day in 2007 to 35m per day in 2010. This is an absolute phenomenon and one you can use for your business,” she said. “For example, you can search for all mentions of your business and then answer your customers directly. That kind of thing is great customer service.”

Deuchar also warned retailers not to mistakenly believe social media is just for young people. “Believe me, it’s my mum, my auntie out there using it,” she said.

 

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