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SapientNitro & GfK Roper Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars
SapientNitro & GfK Roper Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars
SapientNitro & GfK Roper Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars
SapientNitro & GfK Roper Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars
SapientNitro & GfK Roper Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars
SapientNitro & GfK Roper Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars
SapientNitro & GfK Roper Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars
SapientNitro & GfK Roper Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars
SapientNitro & GfK Roper Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars
SapientNitro & GfK Roper Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars
SapientNitro & GfK Roper Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars
SapientNitro & GfK Roper Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars
SapientNitro & GfK Roper Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars
SapientNitro & GfK Roper Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars
SapientNitro & GfK Roper Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars
SapientNitro & GfK Roper Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars
SapientNitro & GfK Roper Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars
SapientNitro & GfK Roper Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars
SapientNitro & GfK Roper Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars
SapientNitro & GfK Roper Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars
SapientNitro & GfK Roper Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars
SapientNitro & GfK Roper Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars
SapientNitro & GfK Roper Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars
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SapientNitro & GfK Roper Survey - Holiday Shoppers Turn to Digital Devices to Stretch Their Dollars

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Findings from the 2nd annual SapientNitro-GfK holiday shopping survey show Americans are increasingly turning to digital gadgets to bargain hunt for holiday gifts. …

Findings from the 2nd annual SapientNitro-GfK holiday shopping survey show Americans are increasingly turning to digital gadgets to bargain hunt for holiday gifts.

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  • 1. Holiday Shoppers Turn to Digital Devices toStretch Their DollarsFindings from SapientNitro & GfK Roper Survey | December 2011 © COPYRIGHT 2011 SAPIENT CORPORATION 1
  • 2. Findings from the 2nd annual SapientNitro-GfK holidayshopping survey show Americans are increasingly turning todigital gadgets to bargain hunt for holiday gifts. © COPYRIGHT 2011 SAPIENT CORPORATION 2
  • 3. Want this infographic? Download here. © COPYRIGHT 2011 SAPIENT CORPORATION 3
  • 4. This is particularly true of iPad and other tablet owners, amajority (56%) of whom agree with that statement. When itcomes to 18-24 year olds as a whole, nearly 2 in 3 (64%)express they feel ―empowered‖ in the same way. © COPYRIGHT 2011 SAPIENT CORPORATION 4
  • 5. One respondent said:―Using digital devices makes it easier and makes mefeel like I‘m in control of the prices. I get better deals and better prices, and it‘s enjoyable.‖ © COPYRIGHT 2011 SAPIENT CORPORATION 5
  • 6. Want this infographic? Download here. © COPYRIGHT 2011 SAPIENT CORPORATION 6
  • 7. In fact, 39% of all Americans agree that their use ofdigital devices has ―enriched‖ their shoppingexperience so far this holiday season. Nearly half of18-24 year olds (47%) agree. © COPYRIGHT 2011 SAPIENT CORPORATION 7
  • 8. One respondent noted:―It was less confusing, so you don‘t have to have [all]the papers with you—the ads are right there on yourphone. That was wonderful.‖ © COPYRIGHT 2011 SAPIENT CORPORATION 8
  • 9. ―As the use of digital devices moves more and moreto the forefront of Americans‘ shopping behavior, theease of findings deals with them – whether throughresearch, social media, deal sites, and the like – has eased the pressures of gift giving in this down economy.‖ – Chris Davey, global head of commerce at SapientNitro © COPYRIGHT 2011 SAPIENT CORPORATION 9
  • 10. ―This empowerment comes at the right time giventhat many Americans – 44% – plan to spend less onholiday shopping this year than they did last year.‖ – Chris Davey, global head of commerce at SapientNitro © COPYRIGHT 2011 SAPIENT CORPORATION 10
  • 11. Overall, use of digital media for holiday shopping is upfrom the 2010 post-Thanksgiving holiday season. Forexample, those with digital devices are more likely toreport using one to: © COPYRIGHT 2011 SAPIENT CORPORATION 11
  • 12. Want this infographic? Download here. © COPYRIGHT 2011 SAPIENT CORPORATION 12
  • 13. • Browse for products (67%, up from 44% in 2010)• Research products (67%, up from 48%)• Compare prices at other retailers (60%, up from 40%)• Look for discounts or deals (48%, up from 35%) © COPYRIGHT 2011 SAPIENT CORPORATION 13
  • 14. Many also used e-mails from vendors offeringdeals, consumer ratings on sites like Yelp orAmazon, or the increasingly popular daily deal siteslike Groupon or Living Social to help them decide on aparticular gift: © COPYRIGHT 2011 SAPIENT CORPORATION 14
  • 15. Want this infographic? Download here. © COPYRIGHT 2011 SAPIENT CORPORATION 15
  • 16. Not all holiday shopping is done for others, however:―About half of online holiday shoppers say theypicked up something for themselves this holidayseason, lending credence to the notion that ‗self- giving‘ is alive and well in 2011.‖ – Geoff Feinberg, vice president at GfK Roper © COPYRIGHT 2011 SAPIENT CORPORATION 16
  • 17. Areas to WatchSapientNitro has identified a number of consumer trends to watch over thenext few holiday seasons. © COPYRIGHT 2011 SAPIENT CORPORATION 17
  • 18. ―One area we‘re watching with interest is GPS-enabled mobile computing, particularly among the savvy tablet owner.‖ – Chris Davey, global head of commerce at SapientNitro © COPYRIGHT 2011 SAPIENT CORPORATION 18
  • 19. According to the survey, among consumers whohave smartphones: • 31% used their GPS/location feature on their phone to help with holiday shopping • 30% used a mobile app to search for or purchase a product this holiday season • 20% looked or posted something on Facebook, Twitter, or other social networks to find or ask for advice on holiday gift buying • 18% used a mobile coupon at point-of-purchase • 19% used a QR code to find more information about a product © COPYRIGHT 2011 SAPIENT CORPORATION 19
  • 20. Among tablet owners: • 42% used a mobile app to search for or purchase a product this holiday season • 41% scanned a QR code or barcode to get more information about it (compared to 19% for smartphone owners) © COPYRIGHT 2011 SAPIENT CORPORATION 20
  • 21. ―Imagine the day when you walk into a store and theretailer already knows something about you based on location-aware services. The implications for retailers – in terms of targeted promotions or in- store navigation – are fascinating.‖ – Chris Davey, global head of commerce at SapientNitro © COPYRIGHT 2011 SAPIENT CORPORATION 21
  • 22. How The Survey Was ConductedDecember 9 - 11, 2011 by GfK Roper Public Affairs & Corporate Communicationson behalf of SapientNitroPress Release: http://tinyurl.com/7uzo65eContact: David LaBarEmail: dlabar@sapient.com © COPYRIGHT 2011 SAPIENT CORPORATION 22
  • 23. This telephone survey is based on a nationallyrepresentative probability sample of 1,000 generalpopulation adults age 18 or older reached on landlinetelephones.The margin of sampling error is plus or minus 4.0 percentage points at the 95% confidence level, for results based on theentire sample of adults. The margin of sampling error is higher and varies for results based on sub-samples. © COPYRIGHT 2011 SAPIENT CORPORATION 23

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