The document discusses shopping behaviors and trends according to surveys conducted in 2010. It finds that the majority of shoppers value online information and do online research before shopping in stores. Nearly half of shoppers research online and then visit stores to make purchases. Additionally, over half of shoppers use smartphones while shopping in physical stores.

1. The Smart Shopper
Google/IPSOS OTX
U.S., December 2010

2. Google Confidential and Proprietary
The Smart Shopper . . .
2
Values online
information
Researches online,
then shops in-store
Uses a smartphone
while shopping

3. 31%
48%
49%
57%
61%
76%
30%
43%
51%
55%
60%
81%
0% 15% 30% 45% 60% 75% 90%
Magazines
Newspapers
Television
Catalogs
Friends and family
Internet
2010
2008
Values Online Information
Most Useful Information Source For Shopping
3
Source: Google/Ipsos OTX Consumer Intentions Study, September 2010
Q: How useful do you think each following sources of information will be while you do your holiday shopping? (top 2 box)

4. Google Confidential and Proprietary
Researches Online Then Shops In-store
4
research online and then
buy online42%$
research online, visit store, then
buy online32%$
visit store, and then
buy online16%$
research online and
then buy in store51%$
Source: Google/Ipsos OTX Consumer Intentions Study, September 2010
Q: In which of the following ways do you think you’ll approach your holiday shopping?

5. Google Confidential and Proprietary
Uses a Smartphone While Shopping
5
Have used a
smartphone while
shopping in-store70%
Source: Google/Ipsos OTX Mobile Research, November 2010. Base: have used internet on smartphone to help shop/purchase.
Q: Have you ever used your smartphone while shopping in a store? When during your shopping process do you generally use
your smartphone?
41%
Beginning
25%
Middle
36%
Through-
out
7%
End
At what point during the shopping process
do consumers use their smartphones?

6. Like what you learned?
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www.thinkwithgoogle.com/insights