THE 53% 47% - IDC

App And Web Usage Among 10,000+ Smartphone Users. 1,000. 2,000. 3,000. 4,000. 5,000. 6,000. Amazon. eBay. Groupon. Walmart. Target. Best Buy. Macy's.
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AN I D C I N F OG R A P HI C

THE

SMART (Phone) SHOPPER Challenges And Opportunities For Retailers The Smartphone Is A Critical Shopping Tool And Will Only Increase In Importance

THE SMARTPHONE IS THE EPICENTER OF OUR LIVES 4 OUT OF 5 SAY IT’S WITHIN REACH FOR ALL BUT 2 HOURS OUT OF THE DAY.

69%

70% PLAN TO USE THEIR SMARTPHONE MORE TO HELP THEIR SHOPPING EXPERIENCE IN THE NEXT YEAR

SAY THEIR SMARTPHONE IS A CRITICAL TOOL TO HAVE A BETTER SHOPPING EXPERIENCE

Informed + Social = The Smart(Phone) Shopper THE INFORMED SHOPPER The smartphone enables consumers to be informed shoppers by quickly and easily checking prices and reviews.

SMARTPHONE ACTIVITIES

70%

Check Prices

53%

Check Deals on Web

50%

Check Reviews

40%

Check Latest Deals Via Apps

THE SOCIAL SHOPPER The smartphone also enables social shopping, allowing consumers to shop with confidence, by leveraging trusted social networks.

SMARTPHONE ACTIVITIES

58% Call, Text, Message Friend

33% Checking in via FourSquare, Facebook, etc.

14% Get Advice or Ask Question via Social Networks IN-STORE, YOUNGER SHOPPERS (UNDER 35) ARE 3X MORE LIKELY TO SEEK ADVICE FROM SOCIAL NETWORKS.

THE SMART(PHONE) SHOPPER The Smart(Phone) Shopper leverages available information and their social networks to shop with trust and confidence.

Retailers Challenged to Capture Smart(Phone) Shoppers 1 OUT OF 5 SMART(PHONE) SHOPPERS BUY FROM A COMPETITOR WHILE IN THE STORE.

ONLINE IS CAPTURING A GREATER SHARE OF WALLET FROM SMART(PHONE) SHOPPERS, FURTHER CHALLENGING RETAILERS.

1 IN 3

SPENT MUCH MORE ONLINE VS. LAST YEAR

Amazon Dominates Smart(Phone) Shopping 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. App And Web Usage Among 10,000+ Smartphone Users Amazon eBay Groupon Walmart Target Best Buy Macy’s Gamestop Lowes Costco Sears Home Depot Staples Sam’s Club Nordstrom NewEgg Officemax Bloomingdales

1,000 App Usage

2,000

3,000

4,000

Both App and Web

5,000

6,000

Web Use Only

Retailers Need To Provide Smart(Phone) Shoppers With Personalized Experiences Half Are Open To Retailers Sending Them Personalized Offers.

WHICH IS MORE IMPORTANT?

53% RETAILERS RESPECTING MY PRIVACY

47% RETAILERS PRESENTING ME RELEVANT OFFERS

Of Those...

54% Under 35

43% 55+

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

To better understand the latest shopping behaviors, IDC conducted research during the holiday season. This included 1) a survey fielded 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.