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
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.