Holiday Shoppers Turn to Digital Devices toStretch Their DollarsFindings from SapientNitro & GfK Roper Survey | December 2...
Findings from the 2nd annual SapientNitro-GfK holidayshopping survey show Americans are increasingly turning todigital gad...
Want this infographic? Download here.       © COPYRIGHT 2011 SAPIENT CORPORATION   3
This is particularly true of iPad and other tablet owners, amajority (56%) of whom agree with that statement. When itcomes...
One respondent said:―Using digital devices makes it easier and makes mefeel like I‘m in control of the prices. I get bette...
Want this infographic? Download here.       © COPYRIGHT 2011 SAPIENT CORPORATION   6
In fact, 39% of all Americans agree that their use ofdigital devices has ―enriched‖ their shoppingexperience so far this h...
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...
―As the use of digital devices moves more and moreto the forefront of Americans‘ shopping behavior, theease of findings de...
―This empowerment comes at the right time giventhat many Americans – 44% – plan to spend less onholiday shopping this year...
Overall, use of digital media for holiday shopping is upfrom the 2010 post-Thanksgiving holiday season. Forexample, those ...
Want this infographic? Download here.       © COPYRIGHT 2011 SAPIENT CORPORATION   12
• Browse for products (67%, up from 44% in 2010)• Research products (67%, up from 48%)• Compare prices at other retailers ...
Many also used e-mails from vendors offeringdeals, consumer ratings on sites like Yelp orAmazon, or the increasingly popul...
Want this infographic? Download here.      © COPYRIGHT 2011 SAPIENT CORPORATION   15
Not all holiday shopping is done for others, however:―About half of online holiday shoppers say theypicked up something fo...
Areas to WatchSapientNitro has identified a number of consumer trends to watch over thenext few holiday seasons.          ...
―One area we‘re watching with interest is GPS-enabled mobile computing, particularly among the                   savvy tab...
According to the survey, among consumers whohave smartphones: • 31% used their GPS/location feature on their phone to help...
Among tablet owners:  • 42% used a mobile app to search for or purchase a product this  holiday season  • 41% scanned a QR...
―Imagine the day when you walk into a store and theretailer already knows something about you based  on location-aware ser...
How The Survey Was ConductedDecember 9 - 11, 2011 by GfK Roper Public Affairs & Corporate Communicationson behalf of Sapie...
This telephone survey is based on a nationallyrepresentative probability sample of 1,000 generalpopulation adults age 18 o...
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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.

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

  1. 1. Holiday Shoppers Turn to Digital Devices toStretch Their DollarsFindings from SapientNitro & GfK Roper Survey | December 2011 © COPYRIGHT 2011 SAPIENT CORPORATION 1
  2. 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. 3. Want this infographic? Download here. © COPYRIGHT 2011 SAPIENT CORPORATION 3
  4. 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. 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. 6. Want this infographic? Download here. © COPYRIGHT 2011 SAPIENT CORPORATION 6
  7. 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. 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. 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. 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. 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. 12. Want this infographic? Download here. © COPYRIGHT 2011 SAPIENT CORPORATION 12
  13. 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. 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. 15. Want this infographic? Download here. © COPYRIGHT 2011 SAPIENT CORPORATION 15
  16. 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. 17. Areas to WatchSapientNitro has identified a number of consumer trends to watch over thenext few holiday seasons. © COPYRIGHT 2011 SAPIENT CORPORATION 17
  18. 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. 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. 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. 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. 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. 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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