1. THE NEW M-SHOPPERS:
UNDERSTANDING HOW THEY USE
SMARTPHONES IN THE STORE
WHO ARE
M-SHOPPERS?
21%
DO LOYALTY
PROGRAMS MATTER?
60%
of M-Shoppers are
over 29 years of age
of M-Shoppers are more
likely to buy a product
in the store when they
find online reviews on
their smartphone
48%
of M-Shoppers are more likely
to purchase products in-store
despite equal or cheaper prices
online when they are a loyalty
program member
36%
of today’s consumers
use mobile devices in
stores to assist their
shopping experience
74%
WHAT ARE
THEY SEEKING?
of M-Shoppers regularly
seek online information
in stores for products
under $50
55%
of M-Shoppers will join loyalty
programs to receive special
offers on their mobile device
NOT ALL M-SHOPPERS ARE THE SAME
Everyone standing in a store aisle holding a smartphone isn’t using it to “showroom” — i.e. compare product prices to
grab the best deal online. Discover the five unique types of mobile-assisted shoppers (M-Shoppers)…
Exploiters 6.1%
1.7x
more likely than other
M-Shoppers to showroom
because of online
loyalty rewards
Savvys 12.6%
1.3x
$
$
“Premeditated about lower prices”
45%
more likely than other
M-Shoppers to compare
prices in-store
68%
can be swayed to
purchase in-store with
a price-matching offer
are motivated to
purchase in-store by
exclusive store events
Traditionalists 30.2%
100%
have not showroomed
in the past 12 months
have scanned a QR or
bar code in-store
“Don’t plan, but always opt for deals”
Experience-Seekers 31.7%
43%
will showroom for
free shipping
“Calculating, but persuadable”
Price-Sensitives 19.4%
76%
58%
can be swayed to
purchase in-store with
a reward points offer
“Value the best experience, not just price”
1.2x
more likely than other
M-Shoppers to contribute
an idea to the store
“Prefer the in-store shopping experience”
1.8x
more likely than other
M-Shoppers to prefer
shopping locally
Download the full Showrooming and the Rise of the Mobile-Assisted Shopper report — which surveyed 3,000
leading-edge consumers in the US, UK, and Canada — to learn more about these M-Shoppers and the strategies that can
keep smartphone-wielding shoppers purchasing products from your store: http://j.mp/Mshoppers
Center on Global Brand Leadership
www.gsb.columbia.edu/globalbrands
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