Infographic on how mobile and smartphones are creating challenges and opportunities for retailers and the need for personalized experiences

1. 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
Gamestop
Lowes
Costco
Sears
Home Depot
Staples
Sam’s Club
Nordstrom
NewEgg
Officemax
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=TheSmart(Phone)Shopper
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.
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 Offers.
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 INFOGRAPHIC
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 confidence, 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 Question
via 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
RESPECTING
MY 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 35
54%
THE SMART(PHONE) SHOPPER
The Smart(Phone)
Shopper leverages
available information
and their social networks
to shop with trust and
confidence.
SMART
SHOPPER
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.
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+