Smartphones Lead to Greater Transparency in the Shopping Experience

Smartphones Lead to Greater Transparency in the Shopping Experience


Mar 09, 2011

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Denver, CO (March 9, 2011)- A new report from Chadwick Martin Bailey and iModerate Research Technologies finds smartphones are becoming an indispensable tool in the shopping experience. The study of over 1400 consumers shows over half of consumers are using their smartphones to enhance their shopping experience, especially those under 35 (67%). iPhone owners top the list with over 70% reporting they use applications or the phone’s web browser to assist them while shopping in-store. iPhone owners are not only comparison shopping on their smartphones, 41% are also making purchases on their phone.

“Given the strong growth in smartphone ownership, everyone is dependent on the in-store experience – from retailers to product manufacturers – each must take advantage of opportunities these devices provide for generating sales and improving the customer experience,” says Jeff McKenna a senior consultant for Chadwick Martin Bailey. “Along with designs for packaging, displays, and signage, we will see smartphone-based communication as a necessary element of retail planning.”

The study also identifies key differences by gender. Women are more likely to use their smartphone to find discounts, while men are more likely to check online reviews. When it comes to the apps consumers use on their phones, 44% use a bar code scanning app, 38% use a discount app (e.g. LivingSocial) and 31% turn to review sites. Qualitatively, some consumers said:

“I use my Smartphone to scan the barcode and check the prices online and reviews of the product…saving time and effort by purchasing the right product for me the first time around so I don’t have to return and buy again.” -Female, age 18-24

“I was able to shop with more confidence knowing that I was getting a fair price.” – Female, age 40-44

In addition, the study also found that 23% of smartphone owners have made a purchase on their device, the majority of which (41%) take place on an iPhone. Entertainment purchases such as music, movies and TV shows top the list at 46%, banking makes up 39%, electronics 29% and online auctions 25%.

About This Research
This study was done as part of Chadwick Martin Bailey’s self-funded CMB Consumer Pulse program. An executive summary report with additional findings from this study is available as a free download from Chadwick Martin Bailey. Data was collected from 1,491 adults (aged 18 and over) via a nationally representative online survey questionnaire within the United States by Chadwick Martin Bailey the week of January 20, 2011. In addition, iModerate Research Technologies conducted online, one-on-one discussions to more fully contextualize their mobile shopping behaviors.

About Chadwick Martin Bailey
Chadwick Martin Bailey is a Boston-based custom market research firm who works with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base. They have recently been listed on the Honomichl Top 50 and continue to demonstrate their thought leadership at numerous conferences worldwide. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate the data into simple, business decision-focused deliverables. www.cmbinfo.com

About iModerate Research Technologies
iModerate Research Technologies listens, connects and digs deeper with consumers online to provide the research story organizations need to win in the marketplace. Years of research and development by veteran field experts, as well as analytical specialists, produced the concept, methodology and software that have allowed iModerate to help Fortune 500 companies, large and boutique research firms and prominent organizations strengthen their research results. Focused on providing customized qualitative solutions, iModerate is broadening online research capabilities by delivering essential qualitative insight. iModerate is based in Denver, Colorado. For more information please visit www.imoderate.com.

Media Contacts:
Adam Rossow
Phone: 303.928.8406

Kristen Garvey
Phone: 617.986.7478

iModerate’s online qualitative interviews have been enormously helpful to us during the concept testing phase of research. iModerate provides us with invaluable feedback from a nationally representative group of Americans within a very short time frame. Not only do we get this data quickly, but it is also high quality. iModerate’s moderators are skilled at asking questions that yield useful responses. iModerate reports provide information that’s more than interesting, it’s actionable.

Sara Bamossy, Senior Strategic Planner, Saatchi & Saatchi LA