Results of a 2015 Contact Solutions study reveal insights on perceptions and attitudes toward mobile shopping, providing direction to retailers for developing strategies for investing their dollars in the mobile app experience (bit.ly/1OKdmqH).
Increased consumer interest in using shopping applications means retailers must adapt to meet the rising expectations for specialized mobile shopping experiences.
The study results show that 23% of consumers indicate that in-app recommendations would drive them to add more items to their cart and that 33% would spend more time in the app. But shopper priorities change the moment they need help; they expect to get it immediately and effortlessly. If forced to stop what they're doing and leave the app to get help, 1 out of 4 shoppers would likely not make a purchase with the brand at all. The research is based on an online survey with a sample of 1,600 U.S. adults who have made purchases via their mobile device.
a. Describe the population of interest.
b. Describe the sample that was collected.
c. Describe a parameter of interest.
d. Describe the statistic used to estimate the parameter in (c).