SapientNitro & GfK Roper Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars

1 © COPYRIGHT 2011 SAPIENT CORPORATION

Findings from SapientNitro & GfK Roper Survey | December 2011

Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars


Findings from the 2nd annual SapientNitro-GfK holiday

shopping survey show Americans are increasingly

turning to digital gadgets to bargain hunt for holiday

gifts.


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This is particularly true of iPad and other tablet

owners, a majority (56%) of whom agree with that

statement. When it comes to 18-24 year olds as a

whole, nearly 2 in 3 (64%) express they feel

“empowered” in the same way.


“Using digital devices makes it easier and

makes me feel like I’m in control of the prices.

I get better deals and better prices, and it’s

enjoyable.”

One respondent said:



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In fact, 39% of all Americans agree that their

use of digital devices has “enriched” their

shopping experience so far this holiday

season. Nearly half of 18-24 year olds (47%)

agree.


“It was less confusing, so you don’t have to

have [all] the papers with you—the ads are

right there on your phone. That was

wonderful.”

One respondent noted:


“As the use of digital devices moves more and

more to the forefront of Americans’ shopping

behavior, the ease of findings deals with them

– whether through research, social media,

deal sites, and the like – has eased the

pressures of gift giving in this down economy.”

– Chris Davey, global head of commerce at SapientNitro


“This empowerment comes at the right time

given that many Americans – 44% – plan to

spend less on holiday shopping this year than

they did last year.”



Overall, use of digital media for holiday shopping

is up from the 2010 post-Thanksgiving holiday

season. For example, those with digital devices

are more likely to report using one to:



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• Browse for products (67%, up from 44% in 2010)

• Research products (67%, up from 48%)

• Compare prices at other retailers (60%, up from

40%)

• Look for discounts or deals (48%, up from 35%)


Many also used e-mails from vendors offering

deals, consumer ratings on sites like Yelp or

Amazon, or the increasingly popular daily deal

sites like Groupon or Living Social to help them

decide on a particular gift:



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Not all holiday shopping is done for others,

however:

“About half of online holiday shoppers say

they picked up something for themselves this

holiday season, lending credence to the notion

that ‘self-giving’ is alive and well in 2011.”

– Geoff Feinberg, vice president at GfK Roper


Areas to WatchSapientNitro has identified a number of consumer trends to watch over the next few holiday seasons.


“One area we’re watching with interest is

GPS-enabled mobile computing, particularly

among the savvy tablet owner.”



• 31% used their GPS/location feature on their phone to help with holiday shopping

• 30% used a mobile app to search for or purchase a product this holiday season

• 20% looked or posted something on Facebook, Twitter, or other social networks to find or ask for advice on holiday gift buying

• 18% used a mobile coupon at point-of-purchase

• 19% used a QR code to find more information about a product

According to the survey, among consumers who have smartphones:


• 42% used a mobile app to search for or purchase a product this holiday season

• 41% scanned a QR code or barcode to get more information about it (compared to 19% for smartphone owners)

Among tablet owners:


“Imagine the day when you walk into a store

and the retailer already knows something

about you based on location-aware services.

The implications for retailers – in terms of

targeted promotions or in-store navigation –

are fascinating.”



December 9 - 11, 2011 by GfK Roper Public Affairs & Corporate Communications on behalf of SapientNitro

How The Survey Was Conducted

Press Release: http://tinyurl.com/7uzo65e

Contact: David LaBarEmail: [email protected]

http://tinyurl.com/7uzo65e

mailto:[email protected]


This telephone survey is based on a nationally

representative probability sample of 1,000

general population adults age 18 or older reached

on landline telephones.

The margin of sampling error is plus or minus 4.0 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 Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars

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