Friday, October 19, 2012

Mindset of a Multichannel Shopper.

MarketLive‘s recently released 2012 4th Annual “Mindset of a Multichannel Shopper” survey, several of the survey's key findings include:
  • In 2012, customers will spend about the same amount on holiday gifts as last year—but a greater share of that spending will be online.
    Of the more than 1,000 shoppers surveyed, 33% said they will do 'All' or 'Most' of their shopping on the Internet this holiday season. That's a significant jump from last year's 25%. 
 
  • Mobile will be used heavily for researching deals, making purchases and connecting with merchants across channels.
    The survey revealed that 16% of consumers plan to do 'All' or 'Most' of their shopping via a smartphone or tablet this holiday season—that's up from just 3% who planned to shop via mobile device last year. And 29% (up from 12% in 2011) said they'll use their mobile phone to research gifts prior to a store visit. Also, 43% of the shoppers surveyed said they are 'Very' or 'Somewhat' likely to use their mobile devices for redeeming coupons when making an in-store purchase, a great example of shoppers connecting channels. 
  • Value is the key that will drive purchase decisions.
    When asked about the most important factors in choosing merchants to shop online this season, 'Good Value' was number one with 87% of the shoppers saying that value was 'Most' or 'Somewhat' important. Price came in second, with 85%.
    Across the board, shoppers placed more importance on the reasons they shop online than they did last year. Saving money, locating hard-to-find products, and saving time ranked as the most important reasons for shopping online for the majority of shoppers. However, shoppers are also placing more importance than ever on:
    • • Online peer recommendations/reviews
      (45% of shoppers said these are 'Very' or 'Somewhat Important' this year as opposed to 34% last year).
    • • Finding more personalized gifts
      (50% of shoppers said this was a 'Very' or 'Somewhat Important' reason for buying online, versus only 41% last year).

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