The New Mobile Shopper U.S. Research

The New Mobile Shopper: From Armed to Charmed ©OgilvyOne Worldwide and OgilvyAction 2011. All rights reserved. Neither this publication nor any part of it may be reproduced, stored in a retrieval system or transmitted in any form or by any means, whether electronic, mechanical, photocopied, recorded or otherwise, without the prior permission of OgilvyOne Worldwide and OgilvyAction. Phil Buehler Head of Planning, OgilvyOne New York

Searched Google from phone to get information on a product Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500 50% among smartphone owners 85% 55% 24% 9% 4% Behavior of Innovators Foreshadows Mainstream Adoption Innovators Opinion Leaders Early Majority Late Majority Laggards

Scanned a barcode or QR code with mobile phone Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500 40% among smartphone owners 77% 38% 19% 3% 0% Behavior of Innovators Foreshadows Mainstream Adoption Innovators Opinion Leaders Early Majority Late Majority Laggards

Looked at a product in-store and then ordered it online Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500 85% 77% 66% 53% 29% Online Buying Behaviors Transfer to Mobile Environment Innovators Opinion Leaders Early Majority Late Majority Looked at a product in-store and ordered from phone right then 71% 28% 8% 1% 0% Laggards

Asked a retail store to match price by showing a printout of competitor’s price Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500 79% 55% 45% 30% 24% Online Buying Behaviors Transfer to Mobile Environment Innovators Opinion Leaders Early Majority Late Majority Asked a retail store to match price by showing on phone competitor’s price 71% 28% 12% 10% 8% Laggards

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The New Mobile Shopper U.S. Research

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