App And Web Usage Among 10,000+ Smartphone Users

1,000 2,000 3,000 4,000 5,000 6,000

AmazoneBay

GrouponWalmart

TargetBest Buy

Macy’sGamestop

LowesCostco

SearsHome Depot

StaplesSam’s ClubNordstrom

NewEggO�cemax

Bloomingdales

App Usage Both App and Web Web Use Only

THE INFORMED SHOPPER

The Smartphone Is A Critical Shopping Tool And Will Only Increase In Importance

Informed + Social = The Smart(Phone) Shopper

THE SMARTPHONE IS THE EPICENTER OF OUR LIVES4 OUT OF 5 SAY IT’S WITHIN REACH FOR

ALL BUT 2 HOURS OUT OF THE DAY.

THE SOCIAL SHOPPER

1 OUT OF 5 SMART(PHONE) SHOPPERS BUY FROM A COMPETITOR WHILE IN THE STORE.

Half Are Open To Retailers Sending Them Personalized O�ers.

69%SAY THEIR SMARTPHONE IS A

CRITICAL TOOL TO HAVE A BETTER SHOPPING EXPERIENCE

70%PLAN TO USE THEIR

SMARTPHONE MORE TO HELP THEIR SHOPPING EXPERIENCE

IN THE NEXT YEAR

SMARTPHONE ACTIVITIES

AN IDC INFOGR APHIC

Retailers Challenged to Capture Smart(Phone) Shoppers

Amazon Dominates Smart(Phone) Shopping

Retailers Need To Provide Smart(Phone) Shoppers With

Personalized Experiences

WHICH IS MORE IMPORTANT?

The smartphone enables consumers to be informed shoppers by quickly and easily checking prices and reviews.

The smartphone also enables social shopping, allowing consumers to shop with con�dence, by leveraging trusted social networks.

Check Prices

Check Deals on Web

Check Reviews

Check Latest Deals Via Apps

Call, Text, Message Friend

Get Advice or Ask Questionvia Social Networks

70%53%

50%40%

58%

Checking in via FourSquare, Facebook, etc.

33%

14%

ONLINE IS CAPTURING A GREATER SHARE OF WALLET FROM SMART(PHONE) SHOPPERS,

FURTHER CHALLENGING RETAILERS.

Challenges And Opportunities For Retailers

(Phone)

THE

53%RETAILERS

RESPECTINGMY PRIVACY

47%RETAILERS

PRESENTING ME RELEVANT

OFFERS

Of Those...

SPENT MUCH MORE ONLINE VS. LAST YEAR1 IN 3

GIVEN AMAZON’S REPUTATION FOR LOW PRICES, HELPFUL REVIEWS AND BREADTH OF PRODUCTS, IT’S NO SURPRISE SMART(PHONE) SHOPPERS TURN TO

THEM MORE THAN ANY OTHER RETAILER.

SMARTPHONE ACTIVITIES

Under 3554%

THE SMART(PHONE) SHOPPERThe Smart(Phone) Shopper leverages available information and their social networks to shop with trust and con�dence.

SMARTSHOPPER

To better understand the latest shopping behaviors, IDC conducted research during the holiday season. This included 1) a survey �elded on December 28th, 2013, which was completed on a smartphone by 511 respondents, and 2) an analysis of smartphone behavioral data from Nov 27 – Dec 28, 2013, of over 10,000 smartphone owners. The Research Now Mobile™ panel was used for both the survey and behavioral data. Additional sources include two IDC reports: Always Connected: How Smartphones And Social Keep Us Engaged - An IDC Research Report, Sponsored By Facebook (N=7,446), and IDC Retail Insight's 2013 Holiday Shopping Survey, December 2013 (N=1000).

For more information, contact Allan Fromen or Danielle Levitas.

All IDC research is © 2014 by IDC. All rights reserved.  

IN-STORE, YOUNGER SHOPPERS (UNDER 35)

ARE 3X MORE LIKELY TO SEEK ADVICE FROM SOCIAL NETWORKS.

43%55+