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:
- Three in ten (30%) say that, while at a store looking at a product, they tried to find a better deal elsewhere on their phone
- One in three (33%) say that while out shopping, they e-mailed or texted someone to tell them about an experience at a store – such as finding a great deal or a great gift
- One in five (19%) used their phone to post something on Facebook, MySpace, Twitter, or other social networking sites about their holiday shopping experience
In addition, half or nearly half used their smart phones to find a store location (52%), research specific products they were thinking of purchasing (48%), browse for products (44%), and/or compare prices (40%). About one in three looked for discounts, deals, coupons, or discount codes (35%) on their mobile phones, or checked product availability at retail stores or websites (34%).
“Portability is a game-changer in transforming the way that people shop,” said Chris Davey, worldwide head of commerce at SapientNitro. “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. This has a major impact not only on the way that consumers shop but also on the way that retailers need to market to consumers this holiday season.”
“Mobile assets play an important role in making it easy for customers to research, find, and order gifts for the holiday season,” said Brian Tilzer, vice president of Ecommerce and business development at Staples. “For a retailer like Staples, mobile technology offers us new ways to make it much more convenient and easier for customers to shop and buy the products and services we offer. 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.”
The survey also found that the Internet, in general, is forging a new inter-connectedness between traditional and online stores. Of those Americans who have already started their holiday shopping:
- About half (53%) say they purchased a product in a physical retail store after researching the product online
- Nearly half (44%) purchased a product online after shopping for a similar item in a physical store
Consumers are finding a number of online tools helpful when choosing products to purchase this holiday season, the SapientNitro survey finds. Of those who have made an online purchase this holiday season:
- Seven in ten (69%) say online customer ratings or reviews (such as on Amazon or Yelp) very or somewhat valuable
- About half find e-mail promotions (50%) or online videos of product features/reviews (53%) valuable
