GLOBAL – DECEMBER 2010 – A 2010 Google/OTX study defines the Smart Shopper as the type of shopper who is always updated through a smartphone while shopping in-store and researches online before making a purchase. Google’s "Always Connected" and "Always Mobile" videos on YouTube illustrate these findings:
81% of consumers believe that the Internet is the most useful source of information while shopping, which is why they value online information.
51% of shoppers do research online then buy in-store. Consumers said that it takes them a lot of time in shopping if there is no research made online.
70% of smartphone owners use their phone while shopping in-store. Consumers stated that they are able to learn more about the product and review the things they want to purchase in advance.
83% of smartphone owners do research on their phones before making a purchase. Consumers claimed that it is more convenient to have many choices that can be selected through online instead of on-the-spot shopping at stores.
71% of smartphone owners use search while in a store. This very function of smartphones allows consumers to dig deeper before making purchase decisions.
74% of smartphone owners will use their phones as well as their computers for shopping. Consumers considered their smartphones to be their primary research tools about everything that they want to know.
The statistics also affirmed that the smartphones are considered as the new personal shopper. As the power of smartphones in retail continues to grow, brands should put more effort into engage consumers via mobile.
