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Global TGi Dispatches 12: Mobile shoppers: more discerning and brand-conscious

Global TGi Dispatches 12: Mobile shoppers: more discerning and brand-conscious

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Published by Kantar Media
The global boom in smartphone ownership is changing the way consumers shop and forever shifting the retail landscape


Source: http://globaltgi.com/images/uploads/files/GlobalTGI_Dispatches_12_FINAL.pdf
The global boom in smartphone ownership is changing the way consumers shop and forever shifting the retail landscape


Source: http://globaltgi.com/images/uploads/files/GlobalTGI_Dispatches_12_FINAL.pdf

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Categories:Types, Research
Published by: Kantar Media on Jul 31, 2013
Copyright:Attribution Non-commercial

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08/16/2013

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Mobile shoppers:more discerning andbrand-conscious
Dispatches12
The global boom in smartphone ownership is changing the way consumersshop and forever shifting the retail landscape. In the US alone, the number ofmobile shoppers is expected to hit 175 million by 2016 (up from 68 million in2011) according to eMarketer.
The prolieration o shopping apps and mobile-enabled websites has given rise to amore empowered consumer, who can look up reviews, make price comparisons anddownload coupons in real-time via their mobiles. In order to stand out, retailers mustnot only utilize these new innovations, but also understand how consumers engagewith them and create highly customer-centric shopping experiences.
Polly Christie
Senior Global AccountManager
part of
Global
Global
 TGI
Smartphones areempowering consumers innew ways...
Global TGI helps marketersto expand markets, launchnew products, respond tocompetitive threats, and plancommunications.We do this by providing a unique360° understanding o consumerattitudes and behavior – withthe depth provided rom 700,000personal interviews conductedannually across 60+ countries.Typical client engagementscan involve market sizing,segmenting, trending, andlinking with YOUR survey data.With insights drawn rom thelargest network o single-sourceconsumer surveys in the world,marketers can be confdentthat key decisions are based onactionable, robust, reliable andhigh-quality research.
 or email
 to nd out more.
 
So what do we know about mobile shoppers, and how can retailers use this inormation to optimize theirservice accordingly?
Men are more likely than women to shop via their mobiles
According to Global TGI, in many countries, men are leading the way when it comes to mobile shopping.In the US or instance, 16% o men say that they are interested in using their cell phones to make storepurchases versus 13% o women. Figure 1 shows the penetration o mobile shoppers per gender inother worldwide markets.One very good reason why mobile shopping might hold such appeal or men is that it can streamlinethe entire process. In the US, 60% o men say that when shopping they 'get what they need andleave', relative to 44% o women. Convenience clearly plays an important role in the mobile shoppingexperience.
Mobile shoppers are more discerning shoppers…
Our research reveals that people who shop via their mobiles can be ar more discriminating thanthe average shopper when it comes to actors such as quality and brand name. Among Germans, orexample, 19% o mobile shoppers say that they think that 'well known brands are better than a shop'sown brand' relative to 11% o the population in general. And in South Arica, 68% o mobile shopperssay that they 'it's worth paying extra or quality goods' relative to 61% o the population at large.This may be linked to the act that mobile phones make it so easy or consumers to research theirpurchases and seek out the best value. In Great Britain, mobile shoppers are much more likely thanthe average consumer to say that product reviews have a major infuence on their purchasing and alsothat they check a number o sources beore making a signicant purchase. In Colombia, mobile internetusers were ound to be more likely to read or click on online advertising than people who typicallyaccess the internet via a desktop or laptop.
Dispatches12
Mobile shoppers – more discerning and brand-conscious
For more inormation,contact Global TGI at
2
> > >
Figure 1:
Penetration of mobile shoppers by gender
Base:
Total measuredpopulation
Source:
Global TGI 2012
part of
Global
   %    p   e   n   e   t   r   a   t   i   o   n
 
Dispatches12
Mobile shoppers – more discerning and brand-conscious
3
> > >
For more inormation,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 inormational 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 oten 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 aord.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.
part of
Global
Figure 2:
Mobile shopping and credit card usage:
Use credit card weekly or more oten
Base:
Total measuredpopulation aged 18+
Source:
Global TGI 2012
   %    p   e   n   e   t   r   a   t   i   o   n

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