NEW YORK, April 3, 2014 /PRNewswire/ -- Consumers
worldwide are increasingly using multi-platform devices, especially
mobile, to enhance their in-store shopping experience, according to
a consumer study by global digital and technology agency
DigitasLBi. This first-of-its-kind, proprietary research entitled,
"Connected Commerce: A Snapshot of the Modern Shopper," looks at
the multiple screens and data streams that affect the purchase
behavior of consumers across 12 countries in DigitasLBi's global
network: Belgium, China, Denmark, France, Germany, Italy, the
Netherlands, Singapore,
Spain, Sweden, the United
Kingdom, and the United
States.
KEY FINDINGS ACROSS THREE CATEGORIES
Smartphones and M-commerce Take Center Stage
Half of
survey respondents worldwide* agree that the use of smartphones has
changed the way they shop; in the U.S. 71% of Americans say that
using a mobile phone while shopping inside a store could affect
their buying decisions.
"In a few seconds on a smartphone, consumers have access to
perfect information about a product and the ability to buy it,"
says Chia Chen, SVP, Mobile,
DigitasLBi, North America. "Mobile
makes digital a part of all shopping experiences. Brands and
retailers looking to influence shopping decisions need to adopt a
mobile-centric approach."
The percentage of consumers who have purchased an item online
via smartphone in the last three months varies by country:
70% so in China, 22% in the U.S.,
13% in France, and 6% in
Belgium. Additionally, 79% of
people in China go online on their
phone while shopping in-store, compared to 37% in the U.S., 27% in
France, and 16% in Belgium.
New Opportunities for Point of Sale: ROPO and
Showrooming
People are now using the Internet more and more
to enhance their shopping experience: 88% of global consumers*
Research Online, Purchase Offline (ROPO). This behavior is
seen in 9 out of 10 people in 11 of 12 countries. In the U.S., 89%
of people say they research a product online before buying
in-store.
The practice of 'Showrooming' (consumers first visit a store to
examine and test a product in person, and then purchase it
elsewhere, often at a cheaper price) is also a prevalent global
trend. It is most common in Sweden, where 88% of consumers research a
product in-store before buying online, followed by 84% in
China, 66% in the U.S., and 48% in
Belgium. 19% of global consumers
claim that they would leave a store if, after consulting their
smartphone, they found a product for less somewhere else; a further
29% say they would consider doing so. The price component is
essential: nearly two in three people surveyed report that a price
difference of at least 5% would make them leave the store; if the
price difference increased to 10%, 88% of consumers would
leave.
Social Media's Influence and Social Sharing Varies Widely;
China Leads
82% of Chinese social network users say that
social media has influenced their purchase decision; in
Singapore the figure is 74%; in
Spain, Italy, and the U.S. the average is 55%; the
average for the seven remaining countries surveyed is 42%. Four in
five Chinese social network users also say they buy more products
of brands they follow on social media.
Sharing news of purchased items through social channels is also
most common in China, where 78% of
social media users have shared a purchase via a social network. In
contrast, in the U.K. and Germany,
an average of 35% have done so. In Singapore, Italy, Spain,
and the U.S., between 40% and 50% have shared a purchase via a
social network. 49% of global social network users who have ever
shared a purchase on social networks did it "just to let their
friends know."
A Global Snapshot: Five Attitudes Toward Connected
Commerce
- Connected Commerce is established and innovation is quickly
adopted: China.
- Enthusiastic about new technologies and eager to use
smartphones for online and offline shopping: Singapore, Italy, and Spain.
- Interested but cautious: U.S., UK, and France.
- Skeptical attitude toward Connected Commerce/shopping
innovations: the Netherlands,
Germany, and Sweden.
- Latecomers: Denmark and
Belgium.
Size and structure of the sample: 1,000 consumers (18 and
over) from each country recruited using the quota method (gender,
age, region, and PCS.) Study conducted via an online survey from
February 2, 2014 to March 6, 2014.
*Worldwide respondent refers to Belgium, China, Denmark, France, Germany, Italy, the
Netherlands, Singapore,
Spain, Sweden, the United
Kingdom, and the United
States.
For additional global data
visit:www.digitaslbi.com/connectedcommerce2014
About DigitasLBi
DigitasLBi is a global marketing and technology agency that
transforms businesses for the digital age. We help companies of all
shapes and sizes decide What's Next… and then we take them
there. Also a top ten global agency, DigitasLBi comprises of 6,000
digital and technology experts across 40 offices in 25 countries
worldwide.
In 2008 the agency created the now-annual Digitas NewFront, a
breakthrough, industry-leading event to showcase what's next in
original digital content.
In 2012, the agency successfully founded the Digital Content
NewFronts (DCNF) to shape a new market space for original, premium
content at scale—an acknowledged competitor in the Upfront
marketplace.
About Publicis Groupe
Publicis Groupe [Euronext Paris
FR0000130577, CAC 40] is one of the world's leading communications
groups. The Groupe offers a full range of services and skills:
digital (DigitasLBi, Razorfish, Rosetta, VivaKi), advertising (BBH,
Leo Burnett, Publicis Worldwide,
Saatchi & Saatchi), public affairs, corporate communications
and events (MSLGROUP), media strategy, planning and buying (Starcom
MediaVest Group and ZenithOptimedia), healthcare communications,
with Publicis Healthcare Communications Group (PHCG), and finally,
brand asset production with Prodigious. Present in 108 countries,
the Groupe employs more than 62,000 professionals.
www.publicisgroupe.com | Twitter: @PublicisGroupe |
Facebook: www.facebook.com/publicisgroupe | LinkedIn:
Publicis Groupe
| http://www.youtube.com/user/PublicisGroupe | Viva
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SOURCE DigitasLBi