SapientNitro & GfK Roper Poll - Holiday Shoppers Empowered by Mobile Internet

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Findings from SapientNitro & GfK Roper Poll | December 2010

Holiday Shoppers Empowered by Mobile Internet


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.

http://www.sapientnitro.com/


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



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:



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:



“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.



December 3-5, 2010 by GfK Roper Public Affairs & Corporate Communications on behalf of SapientNitro

How The Survey Was Conducted



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.


SapientNitro & GfK Roper Poll - Holiday Shoppers Empowered by Mobile Internet

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