Google defines the year of the 'supershopper'

London - Google, in a blog post, have coined the term 'supershoppers', a new generation of mobile shoppers who are hyper informed and can instantly discover, research, and purchase products online.

Online shoppers change their minds

More than three-quarters of smartphone shoppers who usually go to the same physical stores when they shop for products are very open to new retailers and brands online. Why? Mobile makes it easy to explore all of your options no matter when or where you’re shopping. Google research shows after searching on Google, 76 percent of mobile shoppers have changed their mind about which retailer or brand to purchase.

Mobile is now the supershopper’s go-to source for inspiration. Sixty-four percent of smartphone shoppers turn to mobile search for ideas about what to buy before heading into store. And 1 in 4 mobile video viewers in the U.S. have visited YouTube for help with a purchase decision while they were at a store or visiting a store's website.

Shoppers are discovering new brands online

But shoppers aren’t only making purchase decisions, they’re discovering new brands and products along the way: more than half of smartphone users have discovered a new company or product when conducting a search on their phones.

According to Google, shoppers are on the quest for the best. Last holiday, mobile searches related to “best gift” grew 70 percent year over year while mobile searches related to cheap or inexpensive gifts grew about 35 percent.

But supershoppers don’t only want the best - they want personalized, unique, cool gifts. Mobile searches related to “unique gifts” grew more than 65 percent while mobile searches related to “cool gifts” grew a whopping 80 percent.

Mobile is a door to store

Although more and more people are willing to buy on mobile, it is known that mobile is still used predominantly as a door to the store. In fact, 76 percent of people who search for something nearby on their smartphone visit a related business within a day, and 28 percent of those searches result in a purchase.

Source: Google AdWords

Photo credit: Google AdWords and Facebook Monsieur Lafayette.