Mobile shoppers – more discerning and brand-conscious
> > >
For more inormation,contact Global TGI at
The granularity o Global TGI allows robust analysis o brand-level data. Knowing which particularbrands are avored by mobile shoppers will allow retailers and brand owners to target theircommunications more precisely. For example, within the GB male skincare category, mobile shoppersare much more likely to use big name brands than men in general (45% more likely to use Nivea orMen, 97% more likely to use L'Oreal Men Expert and 73% more likely to use Gillette Series).
… And they are more likely to make spur of the moment purchases
For mobile shoppers, the growing role o their devices as point-o-sale inormational resourcecorrelates strongly with an increased likelihood o impulse purchasing. In France, 13% o mobileshoppers say that they tend to spend money without thinking, as opposed to 6% o the generalpopulation. In Brazil, mobile shoppers are 25% more likely than average to say that they oten buyproducts on impulse.
Mobile shoppers are more likely than averageto be frequent credit card users
According to Global TGI, in many countries, mobile shoppers are more likely than the norm to be heavyusers o credit cards. Mobile shoppers in Saudi Arabia are 86% more likely than the general populationto say that with a credit card they can buy the sort o things they couldn’t normally aord.This suggests that there is also a huge opportunity to transition these consumers over to mobilepayment methods, although this will remain a challenge until the point that paying with a smartphonebecomes just as easy as paying with a credit card.
Mobile shopping and credit card usage:
Use credit card weekly or more oten
Total measuredpopulation aged 18+
Global TGI 2012
% p e n e t r a t i o n