Mobile technology has infiltrated every aspect of the consumer journey by now, so the differences between generations and regions in cellphone use can have strong implications for marketers. A “mobile time bomb” lurks for those retailers who haven’t caught up yet, according to a new study.

1. Source: How mobile is transforming retail: Bricks, clicks, tweets and texts
across the omnichannel shopping mall. Economist Intelligence Unit survey of
519 global consumers. Sponsored by SAP.
The omnichannelshoppingmall:
How mobileis transformingretail

2. Of consumers use their
desktop computers daily to
research products and
services, the same
percentage that use their
smartphones, but 41% use
desktops to buy products, 3
percentage points more
than smartphone users
69%
The desktop is still a force
Source: How mobile is transforming retail: Bricks, clicks, tweets and
texts across the omnichannel shopping mall. Economist Intelligence
Unit survey of 519 global consumers. Sponsored by SAP.

3. But the mobile generation gap is growing
Younger consumers are increasingly buying products and services on their phones.
Source: How mobile is transforming retail: Bricks, clicks, tweets and texts across the
omnichannel shopping mall. Economist Intelligence Unit survey of 519 global
consumers. Sponsored by SAP.

4. M-shopping habits vary widely by region
Asia is ahead of the U.S. and Europe, except in categories where online shopping is
well-established already, such as books, music and video.
Source: How mobile is transforming retail: Bricks, clicks, tweets and texts across the
omnichannel shopping mall. Economist Intelligence Unit survey of 519 global
consumers. Sponsored by SAP.

5. But mobile use keeps growing
Consumers expect to do more sophisticated shopping tasks via mobile in the near future
Source: How mobile is transforming retail: Bricks, clicks, tweets and texts across the
omnichannel shopping mall. Economist Intelligence Unit survey of 519 global
consumers. Sponsored by SAP.

6. Of consumers say using
their mobiles has made
shopping more fun; 47%
say using the phone while
shopping makes them more
loyal to a certain store.51%
The fun factor
Source: How mobile is transforming retail: Bricks, clicks, tweets and
texts across the omnichannel shopping mall. Economist Intelligence
Unit survey of 519 global consumers. Sponsored by SAP.

7. “We believe that the future looks
more like Williams-Sonoma,
Sephora or Macy’s than it does
Net-a-Porter or Amazon.”
Scott Galloway, professor of
marketing and digital
branding, NYU Stern School of
Business
Will mobile be the end of clicks?
Source: How mobile is transforming retail: Bricks, clicks, tweets and texts
across the omnichannel shopping mall. Economist Intelligence
Unit survey of 519 global consumers. Sponsored by SAP.
Some experts even forecast mobile will spell the end of the pure-play e-tailer

8. Of Internet Retailer’s Top
500 mobile merchants had
mobile-responsive websites
that adapt to different
devices. In the U.K.,
Barclays found 70% of
retailers don’t have a
responsive website or
mobile app.
20%
But many retailers are still falling short
Source: How mobile is transforming retail: Bricks, clicks, tweets and
texts across the omnichannel shopping mall. Economist Intelligence
Unit survey of 519 global consumers. Sponsored by SAP.

9. “Showrooming” is inevitable
Source: How mobile is transforming retail: Bricks, clicks, tweets and texts across the
omnichannel shopping mall. Economist Intelligence Unit survey of 519 global
consumers. Sponsored by SAP.

10. “The catchphrase I use is ‘the
mobile phone is becoming the
remote control of life.’ ”
Richard McKenzie, Co-Leader,
retail and consumer practice,
Asia-Pacific, Oliver Wyman
The future of mobile commerce is here
Source: How mobile is transforming retail: Bricks, clicks, tweets and texts
across the omnichannel shopping mall. Economist Intelligence Unit
survey of 519 global consumers. Sponsored by SAP.

11. To download the full
report, “How mobile is
transforming retail:
Bricks, clicks, tweets and
texts across the
omnichannel shopping
mall” go to
http://bit.ly/1P0CCJN
Check out more insights, research and viewpoints from
marketing leaders and The Economist Group’s experts in
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