Shoppers turn to internet to plan their shopping trips
Shoppers turn to the internet to plan their trips<br />What do Shoppers Say?<br />March 2011<br />The Pyramid<br />31 Queen Elizabeth Street<br />London SE1 2LP<br />firstname.lastname@example.org<br />www.roiteam.co.uk<br />
Search engines dominate shopping planning<br />Half of our shoppers visit a website to plan their shopping trips. Google and other search engines are the most used sites. With almost a quarter of shoppers using one as part of their planning, GM’s need to be aware of the danger of their shoppers being diverted away at this point<br />2<br />Do you use any of the following to plan your shopping trips?<br />Base: 409<br />
Youngest shoppers depend on websites<br />Morethan half of shoppers aged 18 to 44 - and almost one third of the youngest shoppers aged 18 to 24 - visit a website to plan their shopping trip. The proportion tails off amongst older shoppers<br />3<br />Do you use any of the following to plan your shopping trips?<br />Base: 409<br />
Facebook is the place for social shoppers<br />Facebook is very popular with the youngest shoppers who regard shopping as a social activity, cited by almost one third of those who use the internet to plan shopping trips. The use of price comparison sites increases steadily through life as price consciousness starts to dominate the shopping experience<br />4<br />Do you use any of the following to plan your shopping trips?<br />Base: 299 , respondents who used the internet in some way<br />
Lifestyle profile of our sample<br />Our Interview sample of Mall shoppers is light on ‘Wealthy Achievers’ and over-represents the more challenged ‘Moderate Means’ categories<br />5<br />5<br />Base: 299<br />
Economically challenged shoppers rely more on the internet<br />The UK’s wealthiest shoppers make less use of the internet to plan their shopping trips; perhaps easily available spending power means they can be more spontaneous.<br />6<br />Base: 299<br />
Facebook spans the social spectrum<br />Facebook is the platform of choice for the youngest shoppers at both ends of the social scale : young career professionals (‘Urban Prosperity’) and young people struggling by on benefits (‘Hard Pressed’). Price comparison sites are much more used by the ‘Comfortably Off’ shoppers<br />7<br />7<br />Do you use any of the following to plan your shopping trips?<br />Base: 299<br />
WebsiteUsagebyGender<br />8<br />Do you use any of the following to plan your shopping trips?<br />Base: 406<br />
9<br />What do Shoppers Say? is an ROI Team initiative published monthly in co-operation with Shopping Centre Magazine. Each month market research specialists ROI Team will be questioning shoppers in different locations up and down the country about issues of the day.<br />http://www.shopping-centre.co.uk/<br />
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