This document discusses findings from a study on how millennials and older shoppers use mobile devices while shopping in stores. Some key findings include:
- Nearly 50% of US consumers have smartphones and use them while shopping, with millennials and older "shopptimizers" using phones most of the time in stores.
- People use their phones in stores for various purposes like checking prices, reading reviews, making lists, and showrooming (researching items in stores then buying online).
- Over 40% said their phone influenced a purchase decision during their last store visit.
- Showrooming is common, with nearly half of millennials buying something online within the last month after visiting stores.
4. SPRINT // Mobile Moment of Truth
• THE MOBILE MOMENT OF TRUTH •
50%
Source: American Millennials: Deciphering the Enigma Generation
September, 2011
21% 4
5. SPRINT // Mobile Moment of Truth
• SPRINT MOBILE MOMENT OF TRUTH STUDY•
• Online survey of 1106 smartphone users
- Ages 18 – 65
- August 14-18, 2012
• Qualifications
- Smartphone users
- Use top shopping apps
- Used phone in grocery, mass or
warehouse club in last month
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6. SPRINT // Mobile Moment of Truth
50.4% estimated
have smartphones
89%
x = 45%
of US consumers
use smartphones while shopping
Source: Nielsen, 2012
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7. SPRINT // Mobile Moment of Truth
• MOBILE MOMENT OF TRUTH COMMUNITY •
Use smartphones
“most of the time”
at grocery and mass
10%
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
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8. SPRINT // Mobile Moment of Truth
• THE SHOPTIMIZERS •
“I’ve been shopping this way for about 6
years now, so it is a part of me. . . .
If I didn't have my phone, I would be
considered a blind shopper.”
– Henry, 35-49
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
Attitude, Not Age
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9. SPRINT // Mobile Moment of Truth
• SHOPTIMIZERS •
Wendalyn P
Central Florida
27-34
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10. SPRINT // Mobile Moment of Truth
“I was at Target and shopped the
grocery area, pharmacy, personal
care items and cat stuff.”
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11. SPRINT // Mobile Moment of Truth
“Yes, I'm a cat lady. Don't judge me.”
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12. SPRINT // Mobile Moment of Truth
“I did use three apps in the store:
Notes, of course, for my shopping list...”
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13. SPRINT // Mobile Moment of Truth
“...Pinterest to check out a chicken ranch
taco recipe to see if I needed to purchase
any ingredients...”
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14. SPRINT // Mobile Moment of Truth
“...and Amazon to check their price of
Systane eye drops.”
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15. SPRINT // Mobile Moment of Truth
“I have an Amazon subscription for these
eyedrops, but I had a coupon for them at
Target which ultimately made them cheaper,
so while in the store I canceled my
subscription through Amazon.”
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16. SPRINT // Mobile Moment of Truth
• WHAT THEY SHOPPED FOR •
Items shopped for with a smartphone in the last month
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
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17. SPRINT // Mobile Moment of Truth
• WHERE THEY SHOPPED •
Q: Thinking about just the items you shopped for in the past month,
WHERE did you use your smartphone to help you shop while in a store?
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
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MILLENNIALS OLDER SHOPPERS
18. SPRINT // Mobile Moment of Truth
• HOW THEY SHOPPED - GROCERY •
Q: Which of the following ways do you use your smartphone when shopping at a grocery store?
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
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MILLENNIALS OLDER SHOPPERS
19. SPRINT // Mobile Moment of Truth
• HOW THEY SHOPPED - MASS •
Q: Which of the following ways do you use your smartphone when shopping at a mass merchandise store?
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
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MILLENNIALS OLDER SHOPPERS
20. SPRINT // Mobile Moment of Truth
• ALL STORE TYPES •
40%
used smartphone on last visit
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
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21. SPRINT // Mobile Moment of Truth
• SHOPPING APPS •
Q: Which apps do you use regularly or occasionally to help you while shopping?
26%
21%
18%
13%
Download 200,000+ brand logos in vector format for free
http://www.logoeps.com/ 11%
11%
11%
12%
QR Reader 9%
12%
9%
9%
9%
10%
shopper 8%
7%
8%
4%
8%
3%
7%
6%
6%
12%
0% 8% 16% 24% 32% 40%
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
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MILLENNIALS OLDER SHOPPERS
22. SPRINT // Mobile Moment of Truth
• OTHER SHOPPING APPS •
Q: What OTHER shopping apps are currently installed on your smartphone?
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
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23. SPRINT // Mobile Moment of Truth
• WEBSITES BY STORE TYPE •
Q: Did you visit any websites the LAST time you used your smartphone while shopping at ...
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
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MILLENNIALS OLDER SHOPPERS
24. SPRINT // Mobile Moment of Truth
• SITES OR APPS? •
APP SKEPTICISM “I LOVE Target stores, but the
• Lack of Utility app isn't user friendly and
besides seeing coupons,
there isn't a motivating
factor to use it.”
– Megan, 27-34
Source: Sprint Moment of Truth, Millennials & Mobile Survey
August 2012 (n=1106)
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25. SPRINT // Mobile Moment of Truth
• SITES OR APPS? •
APP SKEPTICISM “Most of the time, apps are
• Lack of Utility useful when you already
• Lack of Information know what you want, but
doesn't give much extra
information.”
– Stuart, 27-34
Source: Sprint Moment of Truth, Millennials & Mobile Survey
August 2012 (n=1106)
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26. SPRINT // Mobile Moment of Truth
• SITES OR APPS? •
APP SKEPTICISM “I don’t use the Walmart app,
• Lack of Utility and I rely on the website . . .
• Lack of Information the whole website has deals on
• Lack of Trust it that aren’t reflected in the
app. . . . So I don’t trust that
the app has the best info.”
- Bradford, 27-34
Source: Sprint Moment of Truth, Millennials & Mobile Survey
August 2012 (n=1106)
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27. SPRINT // Mobile Moment of Truth
• IT’S NOT ALL RATIONAL •
FUNCTIONAL EMOTIONAL
ORGANIZES SHOPPING EASES STRESS
SAVES MONEY ADDS FUN
FINDS DEALS THRILL OF THE DEAL
SAVES TIME GAIN CONFIDENCE
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
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28. SPRINT // Mobile Moment of Truth
• INFLUENCE ON PURCHASE •
Q: Did your mobile device influence your decision the LAST time you used it at a _________ store?
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
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29. SPRINT // Mobile Moment of Truth
• SHOWROOMING •
Q: When was the last time you PURCHASED something online after visiting one or more stores to shop for it in person?
Millennials 45% 29% 13% 9% 4%
Older 45% 23% 10% 17% 5%
Shoppers
0% 25% 50% 75% 100%
Within the month Within 3 months Within 6 months More than 6 months ago Never
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
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30. SPRINT // Mobile Moment of Truth
• SHOWROOMING - WHAT? •
Q: What was the last item you purchased online?
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
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31. SPRINT // Mobile Moment of Truth
• SHOWROOMING - WHERE? •
Q: Which store(s) did you visit in person before purchasing?
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
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32. SPRINT // Mobile Moment of Truth
• SHOWROOMING - WHO? •
Q: What website or app did you use to make the purchase?
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
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33. SPRINT // Mobile Moment of Truth
• SHOWROOMING - WHY? •
Q: Why did you purchase online or using an app rather than in a store?
75%
Found a lower price online
71%
Store didn’t have 38%
what I wanted 43%
14%
Delivery 14%
11%
Avoid sales tax 10%
6%
Other
6%
4%
Better return policy 2%
4%
Sent as a gift 2%
0% 20% 40% 60% 80% 100%
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
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MILLENNIALS OLDER SHOPPERS
34. SPRINT // Mobile Moment of Truth
• EPIC DEALS •
“I found these shoes at
nordstrom that were $400
and while I was at the
store, I found them on the
amazon app for $100.”
- Caroline, 18-26
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
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35. SPRINT // Mobile Moment of Truth
• EPIC DEALS •
“I found the same phone
I was looking for in the
store for 90% less! I
bought it immediately
online using Safari!”
- Stuart, 27-34
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
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36. SPRINT // Mobile Moment of Truth
“If you make a bad purchase
decision today, you’re lazy.”
@jaybaer
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
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38. SPRINT // Mobile Moment of Truth
• #1 IT’S NOT JUST MILLENNIALS •
Mobile shopping is a mindset that
transcends age.
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39. SPRINT // Mobile Moment of Truth
• #2 IT’S A HOLISTIC EXPERIENCE •
FUNCTIONAL EMOTIONAL
ORGANIZES SHOPPING EASES STRESS
SAVES MONEY ADDS FUN
FINDS DEALS THRILL OF THE DEAL
SAVES TIME GAIN CONFIDENCE
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40. SPRINT // Mobile Moment of Truth
• #3 SHOPPERS HAVE BASIC EXPECTATIONS •
Mobile shoppers expect their experience to be connected,
informed and flexible to meet their needs.
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41. SPRINT // Mobile Moment of Truth
HOW CAN RETAILERS
ADAPT
TO THIS TREND?
AALE!
SS LE!
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42. SPRINT // Mobile Moment of Truth
• CULTIVATE LOYALTY •
Shoppers expressed strong
interest in using their
70%
smartphones to participate in
loyalty programs with their
favorite retailers.
Want to use phone to
redeem loyalty points
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43. SPRINT // Mobile Moment of Truth
• REWARD THE BEHAVIOR •
Give shoppers incentives for using
their mobile devices in store ... and
make it fun. AALE!
SS LE!
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44. SPRINT // Mobile Moment of Truth
• LEARN AND ADAPT •
1001100010
The wealth of analytics allow
0010010011
0111010010
retailers to adapt to what shoppers
0111011001
0101001010
0001001101
are doing and are asking for.
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45. SPRINT // Mobile Moment of Truth
• COMBATING SHOWROOMING •
• Price Matching
“I have compared prices and selection
between Amazon and Target on a number
of occasions and Target rarely has the
better price, and they never have a
better selection of products.”
– Daniel, 35-49
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
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46. SPRINT // Mobile Moment of Truth
• COMBATING SHOWROOMING •
• Price Matching
• Inventory
“I searched far and wide for a leather
bench. The store consistently had two of
them... but never the color I needed without
the "on display" scratches. One click on
Amazon.com and two days later, the one I
wanted was here! Availability and selection
would have made the difference.”
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
- Kam, 35-49
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47. SPRINT // Mobile Moment of Truth
• COMBATING SHOWROOMING •
• Price Matching
• Inventory
• Loyalty
“Loyalty programs also help. I love my
Target Debit card because I get 5% off of
all my purchases and it comes straight out
of my checking account.”
– Wendalyn, 27-34
Source: Sprint Mobile Moment of Truth Survey
August 2012 (n=1106)
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48. SPRINT // Mobile Moment of Truth
• MOVING FORWARD •
1. Examine shopper behaviors in
your environment
2. Delve into the numbers
3. Test, test, test
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49. SPRINT // Mobile Moment of Truth
Download report:
Wholesale.Sprint.com/MobileMomentOfTruth
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