Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
1Activity
0 of .
Results for:
No results containing your search query
P. 1
ZMAGS - Survey - Meet the Connected Consumer

ZMAGS - Survey - Meet the Connected Consumer

Ratings: (0)|Views: 12 |Likes:
Published by fnetolab

More info:

Published by: fnetolab on Jul 08, 2012
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

07/08/2012

pdf

text

original

 
1
Meet the Connected Consumer
 
 January 2012
Meet the Connected Consumer
How Tablets, Smartphones and Facebook are Changingthe Way Consumers Shop Across Retail Categories
 
A Zmags-sponsored consumer survey
 January 2012
 
2
Meet the Connected Consumer
 
 January 2012
Executive Summary
Consumers are connected like never beore. With the rst iPad introduced just twoyears ago, it is estimated that 90 million people will use a tablet in the next ew years
1
.Smartphone ownership is also still growing signicantly — more than 60 percent o25-34 year olds now own one
2
. And more than 800 million people worldwide areconnected via Facebook
3
. With so many outlets to browse or and purchase productsand services, the question is: how can retailers best engage and do business with today’sconnected consumers? The research in this report reveals that:Smartphone and tablet apps are not
•
consumers’ preerred channel orbrowsing or shopping: just
4 percent
o connected consumers like to usebranded apps, whereas
87 percent
preer to use websites and mobilesites.
60 percent
choose to shop via digital or print catalogs.Connected consumers’ tablet use and spending activity is on the rise:
•
in the 2011 holiday season,
87 percent
o tablet owners did their holidayshopping using their tablets, spending on average $325. In addition,
49 percent
expect to shop more on their tablet over the next year.More than three quarters o consumers are active Facebook users,
•
signaling a large untapped opportunity.To succeed in 2012, retailers must understand how their customers preer to interact withthem, gure out how to present a consistent merchandising and transactional experienceacross all o their customers’ preerred touchpoints and optimize their content to maximizethe revenue potential o their customers’ preerred channels and devices.The ollowing report is based on a survey o 1,500 people in the United Statescommissioned by Zmags and executed by Equation Research. It proles those shoppingvia PCs, laptops, tablets and smartphones, and provides insight into the preerences,attitudes and current habits o the connected consumer.
87% o connectedconsumers preerto use websites andbrowser-based mobilesites or browsing andshopping, whereas only4% preer smartphoneand tablet apps.
1
Source: eMarketer:http://www.broadbandexpert.com/blog/tablets/one-third-o-internet-customers-will-use-a-tablet-in-2014/ 
2
Source: Nielsen:http://www.gottabemobile.com/2011/11/03/smartphone-ownership-over-60-among-25-34-year-olds/
3
Source: Facebook:https://www.acebook.com/press/ino.php?statistics
 
3
Meet the Connected Consumer
 
 January 2012
Device indiference
Generally, connected consumers are not yet showing signicantdevice preerences when shopping, though some retailcategories are beginning to see those preerences emerge.
87 percent
•
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 (
53 percent
) and PCs/laptops (
55 percent
)Clothing, travel and toys, display relative parity
•
across devices, though we are seeing a growing roleor 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
•
4 percent
choose smartphone or tabletapps as their preerred platorm.Consumers much preer 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 liecycle.
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,
•
87 percent
 o tablet owners said they would do theirholiday shopping using their tablets
49 percent
•
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.
40 percent
•
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

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->