Meet the Connected Consumer
Generally, connected consumers are not yet showing signicantdevice preerences when shopping, though some retailcategories are beginning to see those preerences emerge.
o consumers rely most heavily ontheir PCs and laptops or browsing, researching,and purchasing across categories.Perhaps as expected, electronics is most actively shopped
via tablets (
) and PCs/laptops (
)Clothing, travel and toys, display relative parity
across devices, though we are seeing a growing roleor tablets in shopping each o these categories.
Zmags sees an opportunity or retailers to more activelytarget and guide connected consumers through a shoppingexperience that is designed to optimize the specifc brand-building and revenue generating potential o each device,while still presenting a consistently engaging brand experienceacross all channels.
Apps are not always the answer
Despite all the attention branded apps received in 2011, theconnected consumer does not like shopping via brandedsmartphone or tablet apps.Only
choose smartphone or tabletapps as their preerred platorm.Consumers much preer shopping via retailers’
and brands’ mobile sites and websites.
As investments in apps rise, Zmags believes retailers need tothink about the purpose o these apps and determine the roleo the app in the customer liecycle.
Tablet shopping is here to stay, and rising
Connected consumers are using their tablets or shoppingmuch as they would their PCs. According to the research,tablets make browsing and product discovery easy andenjoyable.In the 2011 holiday season,
o tablet owners said they would do theirholiday shopping using their tablets
expect to shop more on their tablet over thenext year.
Tablet shoppers are enthusiastic and happy about shopping.With the number o tablet owners expected to skyrocket overthe next ew years, these shoppers are arguably among themost important market segment retailers need to actor intotheir mobile and merchandising strategy in 2012.
Retailers must ace Facebook head on
Connected consumers are enthusiastic about browsing andbuying on Facebook.
are actively engaged with their avorite brandsvia Facebook and say they are actively shopping on thesocial network. This is likely in the orm o daily deals andcoupons or now, given the relatively ew retailers areactively selling on Facebook.
Monetizing their social media presence is a potentially ripeand rich space or retailers in 2012.
Summary of Findings