1© COPYRIGHT 2012 SAPIENT CORPORATION
Findings from SapientNitro & GfK Roper Survey | December 19, 2012
Digitally Enabled ...
2© COPYRIGHT 2012 SAPIENT CORPORATION
Even as retailers have expanded purchase options and
welcomed digital shoppers into ...
3© COPYRIGHT 2012 SAPIENT CORPORATION
Want this infographic? Download here.
4© COPYRIGHT 2012 SAPIENT CORPORATION
Want this infographic? Download here.
5© COPYRIGHT 2012 SAPIENT CORPORATION
Among smartphone users, a majority would like:
Want this infographic? Download here.
6© COPYRIGHT 2012 SAPIENT CORPORATION
“From investing in GPS-enabled store maps or
updating mobile shopping apps for smart...
7© COPYRIGHT 2012 SAPIENT CORPORATION
Holiday Shoppers Blend Online/Offline
Behaviors in Complex Ways
While embracing digi...
8© COPYRIGHT 2012 SAPIENT CORPORATION
A majority of digital users (51%) report “showrooming,” that
is using retail stores ...
9© COPYRIGHT 2012 SAPIENT CORPORATION
The overall trend in online shopping continues to rise
Want this infographic? Downlo...
10© COPYRIGHT 2012 SAPIENT CORPORATION
Want this infographic? Download here.
11© COPYRIGHT 2012 SAPIENT CORPORATION
“I just asked my daughter to give me a list of what
she wanted and she included lin...
12© COPYRIGHT 2012 SAPIENT CORPORATION
Digital Devices Help Consumers
Navigate Deal Volume
An increasing number are using ...
13© COPYRIGHT 2012 SAPIENT CORPORATION
Want this infographic? Download here.
14© COPYRIGHT 2012 SAPIENT CORPORATION
“I bought a lot more gifts on my iPad than I did last
year, just because it was con...
15© COPYRIGHT 2012 SAPIENT CORPORATION
While there were more deals to be had, the number
of options available this holiday...
16© COPYRIGHT 2012 SAPIENT CORPORATION
Even among smartphone users, four in ten report
“feeling overwhelmed the past few w...
17© COPYRIGHT 2012 SAPIENT CORPORATION
At the same time, 70% Americans like the fact that
many Cyber Monday sales are now ...
18© COPYRIGHT 2012 SAPIENT CORPORATION
Want this infographic? Download here.
19© COPYRIGHT 2012 SAPIENT CORPORATION
The biggest increases in use from the 2011 post-Thanksgiving
holiday season include...
20© COPYRIGHT 2012 SAPIENT CORPORATION
Areas to Watch
SapientNitro has identified a number of rising consumer trends to wa...
21© COPYRIGHT 2012 SAPIENT CORPORATION
• 35% used their GPS/location feature on their phone to help with
holiday shopping ...
22© COPYRIGHT 2012 SAPIENT CORPORATION
“With nearly six in 10 smartphone users in our
survey reporting that they‟d like to...
23© COPYRIGHT 2012 SAPIENT CORPORATION
Supplementary Materials
Press Release: www.sapientnitro.com
Data graphs & quotes: w...
24© COPYRIGHT 2012 SAPIENT CORPORATION
December 14 - 16, 2012 by GfK Roper Public Affairs & Corporate
Communications on be...
25© COPYRIGHT 2012 SAPIENT CORPORATION
This telephone poll is based on a nationally
representative probability sample of 1...
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SapientNitro & GfK Roper Survey - Digitally Enabled Holiday Shoppers Expect More from their In-Store Shopping Experience

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Even as retailers have expanded purchase options and welcomed digital shoppers into stores this holiday season, findings from the 3rd annual SapientNitro-GfK holiday shopping survey show most Americans believe that retailers could do more to enhance the in-store shopping experience.

How do you holiday shop? Join the dialogue on Twitter #howishop






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SapientNitro & GfK Roper Survey - Digitally Enabled Holiday Shoppers Expect More from their In-Store Shopping Experience

  1. 1. 1© COPYRIGHT 2012 SAPIENT CORPORATION Findings from SapientNitro & GfK Roper Survey | December 19, 2012 Digitally Enabled Holiday Shoppers Expect More from their In-Store Shopping Experience
  2. 2. 2© COPYRIGHT 2012 SAPIENT CORPORATION Even as retailers have expanded purchase options and welcomed digital shoppers into stores this holiday season, most Americans believe that retailers could do more to enhance the in-store shopping experience. Checking out with a Target REDCard®
  3. 3. 3© COPYRIGHT 2012 SAPIENT CORPORATION Want this infographic? Download here.
  4. 4. 4© COPYRIGHT 2012 SAPIENT CORPORATION Want this infographic? Download here.
  5. 5. 5© COPYRIGHT 2012 SAPIENT CORPORATION Among smartphone users, a majority would like: Want this infographic? Download here.
  6. 6. 6© COPYRIGHT 2012 SAPIENT CORPORATION “From investing in GPS-enabled store maps or updating mobile shopping apps for smartphones and tablets, retailers placed big bets on today‟s „always- on‟ shopper and both parties won. Their efforts made holiday shopping easier but have raised consumer expectations for more.” – Chris Davey, global head of commerce at SapientNitro
  7. 7. 7© COPYRIGHT 2012 SAPIENT CORPORATION Holiday Shoppers Blend Online/Offline Behaviors in Complex Ways While embracing digital in their lives, respondents want to preserve their family time too. The majority of Americans (62%) feel "it is wrong" that stores are opening earlier and earlier on Thanksgiving Day just to get a jump on Black Friday sales.
  8. 8. 8© COPYRIGHT 2012 SAPIENT CORPORATION A majority of digital users (51%) report “showrooming,” that is using retail stores to browse products, all the while planning to buy a product later online.
  9. 9. 9© COPYRIGHT 2012 SAPIENT CORPORATION The overall trend in online shopping continues to rise Want this infographic? Download here.
  10. 10. 10© COPYRIGHT 2012 SAPIENT CORPORATION Want this infographic? Download here.
  11. 11. 11© COPYRIGHT 2012 SAPIENT CORPORATION “I just asked my daughter to give me a list of what she wanted and she included links so I went online and it was much easier than going to the store.” One respondent noted:
  12. 12. 12© COPYRIGHT 2012 SAPIENT CORPORATION Digital Devices Help Consumers Navigate Deal Volume An increasing number are using their digital devices to help them navigate and find the best bargains, with 43% saying that, compared to last holiday shopping season, they are relying more on their smartphone, tablet, or computer.
  13. 13. 13© COPYRIGHT 2012 SAPIENT CORPORATION Want this infographic? Download here.
  14. 14. 14© COPYRIGHT 2012 SAPIENT CORPORATION “I bought a lot more gifts on my iPad than I did last year, just because it was convenient. I could do it wherever I was, I didn‟t have to be at my desk, I could be watching TV, or in bed or wherever…” One respondent noted:
  15. 15. 15© COPYRIGHT 2012 SAPIENT CORPORATION While there were more deals to be had, the number of options available this holiday season made finding the best deal more cumbersome for some.
  16. 16. 16© COPYRIGHT 2012 SAPIENT CORPORATION Even among smartphone users, four in ten report “feeling overwhelmed the past few weeks with so many holiday shopping deals offered by email, newspapers, in stores, etc.”
  17. 17. 17© COPYRIGHT 2012 SAPIENT CORPORATION At the same time, 70% Americans like the fact that many Cyber Monday sales are now being extended into Cyber Week.
  18. 18. 18© COPYRIGHT 2012 SAPIENT CORPORATION Want this infographic? Download here.
  19. 19. 19© COPYRIGHT 2012 SAPIENT CORPORATION The biggest increases in use from the 2011 post-Thanksgiving holiday season include smartphone users reporting digital device use in the following ways: • Researched and browsed for products (82%, up from 67% in 2011) • Bought something (74%, up from 55%) • Used an email offer from a retailer (62%, up from 45%) • Used a consumer rating site to help them decide to buy a product (56%, up from 40%) • Used a mobile coupon (33%, up from 18%)
  20. 20. 20© COPYRIGHT 2012 SAPIENT CORPORATION Areas to Watch SapientNitro has identified a number of rising consumer trends to watch over the coming holiday seasons.
  21. 21. 21© COPYRIGHT 2012 SAPIENT CORPORATION • 35% used their GPS/location feature on their phone to help with holiday shopping (vs 31% in 2011) • 27% used a QR code to find more information about a product (vs 19% in 2011) • 9% used a Black Friday or Cyber Monday mobile app • 7% have purchased something on their tablet According to the poll, among smartphone- wielding holiday shoppers:
  22. 22. 22© COPYRIGHT 2012 SAPIENT CORPORATION “With nearly six in 10 smartphone users in our survey reporting that they‟d like to see retailers offer mobile payment options, the industry must align quickly.” – Chris Davey, global head of commerce at SapientNitro
  23. 23. 23© COPYRIGHT 2012 SAPIENT CORPORATION Supplementary Materials Press Release: www.sapientnitro.com Data graphs & quotes: www.slideshare.net/sapient Video interviews of holiday shoppers: www.youtube.com/sapientnitro How do you shop? Join the dialogue on Twitter #howishop
  24. 24. 24© COPYRIGHT 2012 SAPIENT CORPORATION December 14 - 16, 2012 by GfK Roper Public Affairs & Corporate Communications on behalf of SapientNitro How The Survey Was Conducted Note to journalists: raw survey data available upon request. Contact: David LaBar Email: dlabar@sapient.com
  25. 25. 25© COPYRIGHT 2012 SAPIENT CORPORATION This telephone poll is based on a nationally representative probability sample of 1,007 general population adults age 18 or older reached on landline telephones. The margin of sampling error is plus or minus 3.0 percentage points at the 95% confidence level, for results based on the entire sample of adults. The margin of sampling error is higher and varies for results based on sub-samples.

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