DraftFCB releases study – ‘The Mobile Shopper: A 2013 Draftfcb Global Shopper Snapshot’
Mobile shopping has emerged as a strong cultural force worldwide and continues to have a profound impact on shopping due to shifting behaviors and attitudes.
A new report from Draftfcb, “The Mobile Shopper: A 2013 Draftfcb Global Shopper Snapshot,” confirms mobile’s march to dominance as a medium of choice for consumers.
Based on interviews with 7,500+ consumers ages 18-64 in eight Draftfcb global benchmark markets, including the U.K., U.S., Germany, Brazil, South Africa, Middle East (U.A.E. and Saudi Arabia), India and China, the information collected shows that mobile has and will continue to have a profound impact on shoppers and shopping. The report looks at shopper behaviours connected to mobile devices, including but not limited to:
- Look for, receive, or use deals, offers, discounts or coupons
- Compare information other than price or store location
- Look for store locations and information
- Look for or receive reviews or advice from others
- Share opinions or write reviews
- Plan or organize shopping or ‘to do’ lists
- Track activity or redeem rewards in frequent shopper or loyalty programs
- Compare prices
- See what a product or offer looks like, including comparisons.
As one of the most highly adopted technologies of all time, mobile plays an important role in the evolution of shopping behavior. Shoppers worldwide are attached to their mobile devices for both emotional and functional reasons.
According to the report, 72 percent of mobile shoppers indicate that they “can’t live without” their mobile device. As such, the mobile device is a shopping companion, and an indispensable resource and gateway to brands, ideas and retail Mobile shopping prevalence in established markets like the U.K., U.S. and Germany is a strong global force, and in emerging markets like India, South Africa and China, mobile shopping shows the exuberance expected in markets where mobile technology has leapfrogged over more traditional internet service such as home-based online connectivity.
Shifting Paradigms Mobile shopping has also impacted much of retail and brand marketing. By looking through the lens of human behavior rather than focusing primarily on technology, this global snapshot shows the “Now” of mobile shopping. It is yet another strong nudge to marketers that the classic path to purchase has evolved, often dramatically, and will continue to do so in the future. From empowering a more male-centric vision of shopping as opposed to the female-centric traditional view of shopping, to other fundamental changes, this research offers marketers an additional glimpse of the future of shopping.
Says Janet Rose, PhD, SVP director of retail strategic planning at Draftfcb: “Consumers worldwide love their mobile phones. Mobile devices are an extension of the self, as both mind and body. Mobile is a global shopper lifestyle. Mobile is often the first choice meta-retailer.”
Says Debra Coughiln global chief marketing officer of Draftfcb: “This has huge implications for both brands and retailers.It means that retailers must step forward even more to deliver creative and satisfying multi-channel experiences. And, it means that brands have new opportunities to engage consumers in big ideas throughout the purchase journey.”
Says Tina Manikas global retail and promotions officer: “Retailers must rethink how shoppers use and travel through stores. As mobile shoppers continue to redefine shopping, they will also redefine pathways through the store, both online and brick & mortar.”
Among Other Key Findings
- Globally, the mobile shopper is 25-34 years of age, with an average age of 33
- 81% of people believe that mobile phones allow them to shop wherever they want around the clock, seven days per week
- 95% of mobile shoppers in the U.K. have a smartphone, more than any other country surveyed and also have the strongest preference for Apple, with 41% using an iPhone.
- Using a mobile phone to find a store location is more prevalent in the US than any other country
- 73% of Brazilian mobile shoppers say that sharing a shopping experience while on their mobile phone is fun
- 68% of mobile shoppers in Germany think that comparing prices on their mobile phones is effortless
- 83% of mobile shoppers in South Africa say mobile phones eliminate the hassle of having to browse, shop or speak to salespeople in retail stores
- 82% of mobile shoppers in the Middle East say that they’re always looking for new ways to use their mobile phone
- 80% of mobile shoppers say that their mobile phone makes them feel like they’re always in the loop with friends and family
- 61% of mobile shoppers in India are male, the largest shift from census in any market
Says Rose “Mobile tends to turn everyone into shoppers. At the same time, it transforms shopping into a richer experience.”
Says Coughlin: “The biggest challenge for marketers is to provide these ever more empowered consumers with the type of experiences that matter. Those who can do this effectively will win.”