Wednesday, October 31, 2012

The role of mobile in shopping related research.

At the Path To Purchase Institute’s annual Shopper Marketing Expo, Alison Chaltas of GFK shopper and retail strategy, shared a global study that revealed the future of shopping is “getting extreme.”

Chaltas said that a hard economy – with one in three barely able to meet expenses and only 15% living comfortably – is fueling the emergence of a new shopper profile. This “extreme shopper” is wired; 68% research purchases on the internet and buy in store.

While “extreme shopper” was new, the concept of ROBO (research online buy offline) has been around for a while, but the percentage was interestingly high. However, what caught my attention was the way in which the shopper was doing the research and the emergence of mobile as the research tool.

The study found one quarter are using their phone to help shop, and that they’re seeing a broadening of categories this applies to, not just consumer electronics and clothes, but also food and beverages, as well as health and beauty.

They also found a multi-dimensional aspect to mobile shopping: value seeking is the goal of 89%, 51% are using mobile to connect to social media as a shopping tool, 24% are using it transactionally, and 82% informationally.

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