We’re making fewer impulse buys because we’re on the phone
It’s a new phenomenon called “Mobile Blinders.” They’re people on their cell phone while standing in the checkout line at stores, and it’s changing the way we shop.
For generations particular products have been placed near cash registers to prompt impulse buys. But with more than half of all Americans now possessing a smart phone, those products are collecting dust. Gum sales are down by almost 3%, and magazine sales are taking the biggest hit at almost 10%. Retailers are having to reconsider how they can effectively, profitably, reconfigure the checkout process to accommodate the mobile blinders.
Cell phones are changing so many things about the way we live. Motorola Mobility does an annual world survey. They found that 46% of respondents watch video on their smart phones in their master bedroom, and 41% watch video on their tablets. One in ten watches mobile video in the kitchen. And we’re watching more than ever. In 2011 we watched 10 hours of TV per week. Now we watch 19 hours. Plus six hours of movies.
That means we’ve doubled the amount of time we spend watching a screen, whatever the size, in just two years.