Study: 57% of French consumers use their mobile to shop


According to a study, young French consumers are increasingly attracted to connected experiences when shopping in stores.

Consumers are expressing more and more interest in augmented reality during their shopping journey. © Foresight Factory

Posted on July 7, 2021, a investigation conducted by Foresight Factory, in partnership with Snap Inc., reports on the role of connected shopping in bringing consumers back to stores. To carry out its comprehensive study, the agency specializing in consumer trends based itself on the responses of 20,000 consumers, in 12 different markets (France, Australia, Canada, Germany, Italy, Japan, the Netherlands, Norway, Saudi Arabia, United Arab Emirates, United Kingdom, United States).

The mobile, flagship tool in the purchasing journey

The report reveals that 38% of all consumers and 57% of French respondents, from Generation Z, never shop without their mobile, even when they are in a point of sale. For 42% of them, not being able to see, touch and try on items is a barrier to online shopping. Another interesting figure: 20% of French consumers say they would make a detour to a store that offers instant access to stock information, thereby confirming the availability of an item.

To meet these various needs, connected shopping, which offers a digital experience in a physical store, appears to be a solution. Moreover, 31% of young French generation Z say that they would go to a specific store if it offered interactive services to try items virtually.

Growing interest in augmented reality

Augmented reality is strengthening the e-commerce market. According to the survey, 56% of consumers who used augmented reality when shopping online said it encouraged them to buy. In France, more than 2 in 5 shoppers expect AR to be offered to them when they buy items such as clothing, beauty products, furniture or even cars. While 2 in 5 people expect it to be available in the coming year.

An experience that can be transferred to physical stores. Thus, 1 in 3 French buyers would be ready to go to a store that offers interactive virtual services, such as a smart mirror.

New purchasing habits due to the pandemic

Consumption habits have been modified by the various confinements and restrictions due to the health crisis. Half of French consumers say they missed the social aspect of physical commerce. However, 1 in 4 consumers remain worried about catching Covid-19 in stores.

On the other hand, the interest in resale platforms should be noted. Thus, 43% of consumers say they have already bought and sold via this type of platform, turning to second-hand items.

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