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+