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The Great Debate

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By Seth Kaplan

Mobile is all about convenience and the ability to garner real-time information, something all consumers want today, especially affluent consumers. According to Unity Marketing, mobile shopping among affluent luxury shoppers increased substantially in 2012; shopping or purchasing via mobile increased from 22 percent to 38 percent. Additionally, the number of affluent shoppers doing some kind of mobile product research more than doubled, increasing from 23 percent to 51 percent. In particular, of the younger affluent consumers, those under the age of 45, Unity Marketing found that 49 percent had shopped or made a purchase via their mobile phone. With these two demographics—affluent and young affluent—being two of the primary home buying demographics, real estate should certainly stop and take notice as to what this group is doing and looking for.

While the data does not provide an answer to the great debate, it does help us identify the current consumer behavior. The more we know about our consumers, whether they are retail or real estate, the better we can tailor our marketing efforts to reach them in the manner that they prefer—which, today, is mobile.

Seth Kaplan is president of Mobile Real Estate. For more information, visit www.mobilerealestateid.com.

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