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Mobile-Minded Shoppers

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Which retailer's shoppers have the highest mobile capacity, and are therefore more likely to respond to mobile marketing?

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Mobile-Minded Shoppers

  1. 1. Special Report: Mobile-Minded Shoppers March 201224,578 respondents participated in the Media Behaviors & Influence™ Study, conducted 10/26/-12/30/2011.Margin of error is less than 1% at a 99% confidence level. BIGinsight™ 400 W. Wilson Bridge Rd. Suite 200 Worthington, OH 43085 Ph: 614-846-0146
  2. 2. Mobile Aptitude Among Shoppers Mobile Aptitude Score The Mobile Aptitude Index 125.0 considers mobile 120.0 ownership, usage (including 119.9 115.0 apps and QR code 116.4 readers), influence to 113.4 110.0 purchase and frequency of 110.9 110.3 106.7 105.0 mobile Internet access and is compared to that of the 100.0 general population. Among 90.8 shoppers profiled, those who 89.8 89.8 95.0 frequent Nordstrom have the 90.0 84.5 highest mobile 85.0 capacity, followed by Macy’s and Dillard’s. 80.0 To be read as: Score of 100 is flat to general population; Score of 105 indicates score is 5% higher than the general population. Source: Media Behaviors & Influence™ Study, Dec-2011, N=24,578© 2012, Prosper®
  3. 3. Nordstrom vs. JCPenney Shopper Profiles Nordstrom JCPenney Shoppers Shoppers Mobile Aptitude Score 119.9 84.5 Regularly seek advice 22.0% 19.5% Regularly give advice 36.0% 27.8% Search online regularly for clothing/shoes 38.5% 28.5% Download apps 75.2% 55.4% Use retailer apps 46.1% 27.5% Have QR Code reader 49.3% 44.1%Looking at the highest and lowest scoring retailers, you can see major differences in thebehavior of each retailer’s average shopper. Source: Media Behaviors & Influence™ Study, Dec-2011, N=24,578© 2012, Prosper®
  4. 4. Department Stores: Macy’s, Dillard’s, Sears & Kohl’s Shopper Profiles Macy’s Dillard’s Sears Kohl’s Shoppers Shoppers Shoppers Shoppers Mobile Aptitude Score 116.4 113.4 89.8 89.8 Regularly seek advice 22.8% 19.2% 19.5% 21.2% Regularly give advice 34.9% 31.6% 29.9% 29.5% Search online regularly 37.1% 31.9% 26.8% 25.0% for clothing/shoes Download apps 65.8% 67.5% 60.1% 61.0% Use retailer apps 31.8% 29.5% 30.7% 28.5% Have QR Code reader 45.7% 50.7% 45.6% 49.1% Macy’s and Dillard’s both have high mobile aptitude scores. However, Macy’s Shoppers are more prone to advice while Dillard’s Shoppers appear more likely to get product info via QR codes. Source: Media Behaviors & Influence™ Study, Dec-2011, N=24,578© 2012, Prosper®
  5. 5. Discount/Online Retailers: TJ Maxx, Amazon, Target & Walmart Shopper Profiles TJ Maxx Amazon Target Walmart Shoppers Shoppers Shoppers Shoppers Mobile Aptitude Score 110.9 110.3 106.7 90.8 Regularly seek advice 27.2% 23.8% 22.7% 19.6% Regularly give advice 39.2% 36.5% 34.9% 29.7% Search online regularly 37.3% 34.3% 32.6% 27.0% for clothing/shoes Download apps 66.5% 70.2% 68.5% 61.6% Use retailer apps 36.3% 44.5% 32.8% 25.5% Have QR Code reader 53.3% 57.0% 50.5% 44.8% Although Target and Walmart are both discount stores, their clientele vary greatly when it comes to mobile capacity, especially app usage. Source: Media Behaviors & Influence™ Study, Dec-2011, N=24,578© 2012, Prosper®
  6. 6. Contact For media inquiries: Chrissy Wissinger, Senior Manager, Communications chrissy@biginsight.com Randi Honkonen, Analyst randi@biginsight.com 614-846-0146 www.BIGinsight.com Disclaimer BIGinsight™ is a trademark of Prosper Business Development Corp. Services are delivered by Prosper and/or a Prosper affiliated company (“Prosper”). Prosper makes no warranties, either expressed or implied, concerning: data gathered or obtained from any source; the present or future methodology employed in producing statistics; or the data and estimates represent only the opinion of Prosper and reliance thereon and use thereof shall be at the user’s own risk.© 2012, Prosper®

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