SA shopping gets social and mobile

Posted On Tuesday, 12 June 2012 14:39 Published by
Rate this item
(0 votes)

Whether resident in Sandton, Senekal or Shoshanguve, the social use of mobile phones is changing the way SA shoppers buy many goods. 

Amanda_Stops

“Social approval plays a major part in consumer decisions and the dramatic rise in mobile device use in SA has created new ways to test social approval. It’s impacting how we shop,” says Amanda Stops, GM of the SA Council of Shopping Centres (SACSC).

The social nature of shopping is multiplied by the connectivity which mobile phones provide, explains retail dynamics specialist Gavin Tagg of Retail Network Services and SACSC National Councillor.

“What do you think of this?” is a question often asked when friends or family shop together. Now shoppers are asking this question of others, even when they’re hundreds of kilometres apart,” says Tagg.

“Shoppers use their cell phones to take photos of products they want. They send the pictures to friends or post them online. Once they receive the comments from their chosen social group, they then buy to buy it or ditch it.”With mobile phones, this connection can be on a myriad of social networks, by SMS or simply by taking a photo and showing it to others at work, home or elsewhere, later.

“This kind of shopping can drive merchandise sales trends within an area, or community. It can create desirability and demand for specific items, brands, retailers and even shopping malls,” says Tagg. “Social approval is as important to rural consumers as their metropolitan counterparts.”With the penetration of mobile phones in SA, social shopping is a snap.

Nielsen Southern Africa statistics published on 30 September 2011 show that in South Africa mobile phone use has gone from 17% of adults in 2000 to 76% in 2010. The statistics note: “Today, more South Africans – 29 million – use mobile phones than radio (28 million), TV (27 million) or personal computers (6 million).”
 
In May 2012 World Wide Worx reported that mobile devices were pushing Internet to the masses in SA. Its Internet Access in South Africa 2012 study shows that nearly 8-million South African access the Internet on their cell phones.World Wide Worx also reported that SA’s largest social media network, MXit, has about 10 million active users in the country. The fastest growing social network in SA in H2:2011, was BlackBerry Messenger.

World Wide Worx also reported that SA’s largest social media network, MXit, has about 10 million active users in the country. The fastest growing social network in SA in H2:2011, was BlackBerry Messenger.

Despite this, social shopping verdicts are having little, if any, impact on retail stores and shopping malls in SA.Stops notes that lack of bandwidth in SA and the high cost of data constrains online purchasing. However, once this improves, the situation may change.

Tagg observes that while Internet buying is becoming more prevalent with SA consumers, especially for hi-tech goods, entertainment and books, general retail remains largely unaffected by online shopping channels.He says that many shoppers may conduct online information and product comparison, but still confirm their virtual-world decision at the mall. They go to the bricks-and-mortar store to make the purchase.

He says one reason for this is that SA shoppers still like to see and touch they actual item they are buying, before they hand over their hard-earned cash.Also, a trip to the mall is a social activity, different from online social networking.

“Centuries ago, going to the market was as much a way of connecting to the community as it was to buy goods, shopping has always been a social activity.Mobile phones have enhanced the whole shopping experience with another social level,” says Tagg.

Stops reports that some shopping malls are reacting to this phenomenon by joining the shopper conversation with an active social media presence. A few have even introduced their own mobile phone app, aimed at making it easy for consumers to convert a socially-sourced opinion into a purchase.

Importanly, Stops notes that retailers and shopping malls that have traditionally been suspicious of shoppers taking photographs inside their spaces, usually for security reasons, may be wise to re-asses their parameters for this.All in all, there is no doubt that the prevalent mobile phone use in SA represents an interesting opportunity and challenge for shopping centres.

Last modified on Thursday, 15 October 2015 13:13

Most Popular

Pam Golding Properties achieves record price of USD13.6m for sale of luxury home in Mauritius

Mar 12, 2024
Villa sold for USD13.6m Mauritius, patio & pool
The Mauritius office of Pam Golding Properties has sold a six-bedroom, luxury beachfront…

Simplified capital structure and operational performance delivers strong 1H2024 results for Fortress Real Estate Investments

Mar 12, 2024
Cornubia Ridge LP_March 2024
Fortress Real Estate Investments delivers strong 1H2024 results: Simplified capital…

Dipula and REO’s innovative approach to tenant installation for EOH grows a sustainable furniture initiative

Mar 12, 2024
Interior EOH in Montrose Place at Waterfall Park in Midrand 3
Dipula Income Fund’s new lease with EOH for the Montrose Place at Waterfall Park in…

Please publish modules in offcanvas position.