Holiday Shoppers Empowered by Mobile Internet

Findings from SapientNitro & GfK Roper Poll | December 2010

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The national survey found that of the three in ten Americans who own a “smart phone” – many are using it to their advantage while shopping for the holidays.

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As shoppers are increasingly empowered by their mobile Internet devices this holiday season, this trend has implications for brick-and-mortar retailers. For example, of consumers with a smart phone:

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“Technology is causing some of the biggest shifts in human behavior that we’ve seen in years, and consumers are more informed and empowered than ever.”

– Chris Davey, worldwide head of commerce at SapientNitro

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The survey also found that the Internet is forging a new inter-connectedness between traditional and online stores. Of those Americans who have already started their holiday shopping:

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Consumers are finding a number of online tools helpful when choosing products to purchase this holiday season. Of those who have made an online purchase this holiday season:

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“Given the rapid adoption of smart phones, we see great possibilities over time in putting even more power in the hands of our many customers using these devices.

– Brian Tilzer, vice president of Ecommerce and business development at Staples.

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How The Survey Was Conducted
December 3-5, 2010 by GfK Roper Public Affairs & Corporate Communications on behalf of SapientNitro

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This telephone poll was based on a nationally representative probability (random digit dial) sample of 1,004 general population adults age 18 or older. The data was weighted to account for probabilities of selection, as well as age, sex, education and race, using targets from the March 2009 supplement of the Current Population Survey.
The margin of sampling error is plus or minus 4 percentage points at the 95% confidence level for results based on the entire sample of adults. The margin of sampling error is higher and varies for results based on sub-samples.

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