Global TGI

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Mobile shoppers: more discerning and brand-conscious
The global boom in smartphone ownership is changing the way consumers shop and forever shifting the retail landscape. In the US alone, the number of mobile shoppers is expected to hit 175 million by 2016 (up from 68 million in 2011) according to eMarketer.
The proliferation of shopping apps and mobile-enabled websites has given rise to a more empowered consumer, who can look up reviews, make price comparisons and download coupons in real-time via their mobiles. In order to stand out, retailers must not only utilize these new innovations, but also understand how consumers engage with them and create highly customer-centric shopping experiences.
continued > > > Smartphones are empowering consumers in new ways... Polly Christie Senior Global Account Manager
Global TGI helps marketers to expand markets, launch new products, respond to competitive threats, and plan communications. We do this by providing a unique 360 understanding of consumer attitudes and behavior with the depth provided from 700,000 personal interviews conducted annually across 60+ countries. Typical client engagements can involve market sizing, segmenting, trending, and linking with YOUR survey data. With insights drawn from the largest network of single-source consumer surveys in the world, marketers can be confident that key decisions are based on actionable, robust, reliable and high-quality research. Visit www.globaltgi.com or email enquiries@globaltgi.com to find out more.

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Mobile shoppers more discerning and brand-conscious

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So what do we know about mobile shoppers, and how can retailers use this information to optimize their service accordingly?

Men are more likely than women to shop via their mobiles
According to Global TGI, in many countries, men are leading the way when it comes to mobile shopping. In the US for instance, 16% of men say that they are interested in using their cell phones to make store purchases versus 13% of women. Figure 1 shows the penetration of mobile shoppers per gender in other worldwide markets.

Figure 1: Penetration of mobile shoppers by gender

Base: Total measured population Source: Global TGI 2012

One very good reason why mobile shopping might hold such appeal for men is that it can streamline the entire process. In the US, 60% of men say that when shopping they 'get what they need and leave', relative to 44% of women. Convenience clearly plays an important role in the mobile shopping experience.

Mobile shoppers are more discerning shoppers

Our research reveals that people who shop via their mobiles can be far more discriminating than the average shopper when it comes to factors such as quality and brand name. Among Germans, for example, 19% of mobile shoppers say that they think that 'well known brands are better than a shop's own brand' relative to 11% of the population in general. And in South Africa, 68% of mobile shoppers say that they 'it's worth paying extra for quality goods' relative to 61% of the population at large. This may be linked to the fact that mobile phones make it so easy for consumers to research their purchases and seek out the best value. In Great Britain, mobile shoppers are much more likely than the average consumer to say that product reviews have a major influence on their purchasing and also that they check a number of sources before making a significant purchase. In Colombia, mobile internet users were found to be more likely to read or click on online advertising than people who typically access the internet via a desktop or laptop.

For more information, contact Global TGI at enquiries@globaltgi.com or visit www.globaltgi.com

% penetration

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The granularity of Global TGI allows robust analysis of brand-level data. Knowing which particular brands are favored by mobile shoppers will allow retailers and brand owners to target their communications more precisely. For example, within the GB male skincare category, mobile shoppers are much more likely to use big name brands than men in general (45% more likely to use Nivea for Men, 97% more likely to use L'Oreal Men Expert and 73% more likely to use Gillette Series).

And they are more likely to make spur of the moment purchases
For mobile shoppers, the growing role of their devices as point-of-sale informational resource correlates strongly with an increased likelihood of impulse purchasing. In France, 13% of mobile shoppers say that they tend to spend money without thinking, as opposed to 6% of the general population. In Brazil, mobile shoppers are 25% more likely than average to say that they often buy products on impulse.

Mobile shoppers are more likely than average to be frequent credit card users
According to Global TGI, in many countries, mobile shoppers are more likely than the norm to be heavy users of credit cards. Mobile shoppers in Saudi Arabia are 86% more likely than the general population to say that with a credit card they can buy the sort of things they couldnt normally afford.

Figure 2: Mobile shopping and credit card usage: Use credit card weekly or more often

Base: Total measured population aged 18+ Source: Global TGI 2012

For more information, contact Global TGI at enquiries@globaltgi.com or visit www.globaltgi.com

This suggests that there is also a huge opportunity to transition these consumers over to mobile payment methods, although this will remain a challenge until the point that paying with a smartphone becomes just as easy as paying with a credit card.

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Mobile shoppers are more likely to participate in a wide range of leisure activities
It stands to reason that people who are researching or making purchases on the go, might also be engaging in other activities simultaneously. According to Global TGI, mobile shoppers are actually more likely than other consumers to participate in sports and leisure activities. In Great Britain, mobile shoppers are 33% more likely than average to eat out at restaurants at least monthly, 76% more likely to have a gym membership and 45% more likely to have paid to watch sports at a venue in the last year.

Figure 3: Popular sport/leisure activities in which mobile shoppers participate

Great Britain Eating out Going to bars/pubs Going to concerts Swimming Cycling South Africa Eating out Going to bars/pubs Going to concerts Playing football/soccer Going to the beach Brazil Eating out Going to bars/pubs Going to concerts Going to the beach Clubbing/dancing
Source: Global TGI 2012

% 86% 81% 38% 27% 21% % 67% 57% 29% 25% 22% % 72% 49% 48% 46% 27%

Index vs. the total population

114 111 134 142 157

Index vs. the total population

159 190 217 195 174

Index vs. the total population

205 226 222 172 167

Global TGI provides marketers with a wide variety of touch points, beyond just their mobile devices and other media channels to connect with mobile shoppers.
For more information, contact Global TGI at enquiries@globaltgi.com or visit www.globaltgi.com

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