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KEY FINDINGS 
1 Smartphones are increasingly important 
during all stages of the consumer journey 
2 New trends in global shopping habits 
Social media’s influence varies widely by 
country 3
METHODOLOGY 
To guide brands through the «next» purchasing ecosytem, 
DigitasLBi has conducted a first-of-its-kind, in-depth survey of 
connected shopping experiences, new purchasing methods, and 
consumer expectations across 12 countries: Belgium, China, 
Denmark, France, Germany, Italy, the Netherlands, Singapore, 
Spain, Sweden, United-Kingdom and the USA. 
NB: Study conducted online from the 02nd Feb. to 28th March 2014. 
Sample size: 1,000 web users per country aged 18+ yrs (quota 
method: gender, age, income or social profile, region).
SMARTPHONES ARE INCREASINGLY 
IMPORTANT DURING ALL STAGES OF THE 
CONSUMER JOURNEY 
What devices do people own, and how do they use them?
WHAT DEVICES DO PEOPLE USE? 
Smartphones dominate/increasing role of tablet/appearance of Smart TV 
70% 
SMARTPHONE 
Reading: 39% of consumers surveyed use a tablet. 
39% 
TABLET 
27% 
SMART TV 
58% 
DESKTOP 
76% 
LAPTOP
HOW DO PEOPLE SHOP? 
Most people still purchase online via computers rather 
than through mobile or smart TVs 
SMARTPHONE 
Usage of mobility devices 
(tablet and smartphone) is 
most prevalent in China, 
where more than 74.5% of 
smartphone or tablet users 
have purchased an item with 
these devices in the last 
three months. In comparison 
35% of smartphones users 
have made a purchase in the 
last three months in France, 
UK, Germany and Singapore, 
whilst 27% have done so in 
Spain, Italy and Sweden. 
50% of people in the UK and 
Germany have used a tablet 
to purchase an item in the 
last three months, compared 
to an average of 40% of 
people in the US, Italy, and 
Singapore. In the other 
countries surveyed, a third of 
people are making purchases 
using tablets. 
Reading: 34% of smartphone users have 
bought a product via smartphone in the 
last three months. 
75% 
34% 43% 
15% 
TABLET 
DESKTOP / LAPTOP 
SMART TV
HOW DO PEOPLE SEARCH 
FOR PRODUCT INFORMATION? 
Search phase stays mainly at home, increase in the use of mobile in-store 
Reading: 42% of respondents who 
use the Internet to search for 
information on a product or 
service, do so from a smartphone. 
DESKTOP 
67% 
TABLET 
26% 
SMARTPHONE 
42% 
People generally search for the same information across all devices.
ROLE OF MOBILE IN CONSUMER PATH 
ROPO : Research Online Purchase Offline 
SEARCH 
88% 
of smartphone users 
report that they use 
their smartphones 
before purchasing in 
store. 
92% in China and in France, 
88% in Spain, 87% in Italy, 
82% in the Netherlands. 
of smartphone users 
purchase from their 
mobile. 
76% in China, 
35% in US, UK, Germany 
and Singapore. 
of smartphone users 
have used their 
mobile in store. 
95% in China, an average 
of 80% in Singapore, Italy 
and the USA, an average 
of 72% in France, Spain, 
Belgium and the 
Netherlands, 
PURCHASE 
20% 
IN-STORE 
72%
THE SHOWROOMING EFFECT 
Price is seen as a major decision maker 
18% of consumers report leaving a 
store after consulting their mobile 
and finding a product cheaper 
elsewhere; 28% would consider 
doing so. 
88% of consumers say they would 
buy a product elsewhere if the 
discount was 10%. 
Globally, for nearly one in three 
consumers surveyed, a price 
difference of at least 5% would 
make them leave the store. 
‘Showrooming’ is the practice in 
which a consumer visits a store to 
examine and test a product in 
person before purchasing it 
elsewhere, often at a cheaper price.
NEW TRENDS IN GLOBAL 
SHOPPING HABITS 
Does the store lose its importance? Is it still a major point of contact in the search for information? 
What makes people go to a store after consulting the website? Are people reluctant or eager for innovation?
WHERE DO PEOPLE SEARCH FOR INFORMATION ? 
Although the Internet is an essential source of product information, 
the store remains a fundamental point of contact 
THE STORE IS N°1 IN BELGIUM, DENMARK, ITALY AND SPAIN 
18% 
15% 
14% 
13% 
Retailer website 
Price comparison services 
The store 
Friends and family
of consumers around the world have used in-store 
multimedia shopping aids. 
73% in China, 23% in Denmark 
report that they were decisive in their buying decision. 
36% in China, 5% in Denmark 
of consumers think new digital in-store technologies are 
generally very useful. 
80% in the USA, 77% in the UK, 66% in Sweden 
42% 
14% 
73% 
DIGITAL IN-STORE 
Consumers are increasingly taking for granted that they will find in store 
the services that are available online
DIGITAL IN-STORE 
Technology is enhancing the role of the sales advisor 
74% of people 
think that in-store sales advisors would be 
more efficient if they had tablets providing 
all available product information. 
92% in China, 87% in Singapore, 83% in Spain, 
80% in Italy, 65% in Sweden,59% in Germany
95% 
DIGITAL IN-STORE 
Technology is enhancing the in-store experience 
of Chinese consumers are 
willing to receive personalized 
offers on their mobile phone 
whilst shopping in-store. 
75% 
of shoppers in Singapore 
would try on clothes virtually 
using a digital mirror. 
75% 
of Spanish consumers are 
willing to use a loyalty card 
on their mobile phone. 
74% 
of German consumers are willing 
to use an app on their mobile that 
enables them to easily find a 
product in a supermarket. 
of Italian consumers are willing 
to check stock availability in-store 
via their mobile phone. 
78% 
48% 54% 
of American consumers are 
willing to use a system allowing 
them to be identified in-store in 
order to receive certain 
advantages. 
of French consumers are willing 
to use interactive terminals to 
browse and buy the products 
available in the store.
44% 
DIGITAL IN-STORE 
Technology is enhancing the in-store experience 
of English consumers are 
keen to find out which 
products are most popular 
with consumers via their 
mobile or directly in-store. 
53% 
of shoppers in Denmark 
would be willing to pay in-store 
via their mobile phone. 
47% 
of Swedish consumers are 
interested in accessing 
complementary products by 
scanning a product's barcode. 
63% 
of Dutch consumers would like 
for sales assistant sto be able 
to process payments via a 
portable tablet without having 
to go to the cash desk. 
of Italian consumers would be 
happy to use an interactive 
store window display to shop 
when the store is closed. 
44% 
43% 32% 
of American consumers would 
like to have a personal shopper 
available in-store 
Of Belgian consumers are willing 
to use a mobile app to organize 
their shopping according to their 
shopping list.
THE INFLUENCE OF SOCIAL MEDIA VARIES 
WIDELY BY COUNTRY 
Are people reluctant or eager for innovation? 
How important are digital tools and/or services in the purchase decision?
SOCIAL MEDIA USE 
of people generally use at least one social network. 
99% in China, 78% in Germany 
of social network users admit to having been influenced when making purchases by 
at least one social network. 
82% of Chinese shoppers, 74% in Singapore, 55% in Spain, Italy and US 
of social network users say they buy more products from brands they follow on 
social media networks. 
80% in China, 63% in Singapore, 50% in Spain and around 40% in US, UK and Italy 
88% 
54% 
45%
Shoppers admit that social networking sites influence their purchasing decisions 
On Twitter 
17% in Spain 
16% in the USA 
13% in the UK 
6% in Germany 
3% in Denmark 
IMPACT OF SOCIAL MEDIA 
f 
On Facebook 
61% in Singapore 
48% in Spain 
47% in Italy 
31% in France 
30% in Denmark 
On Pinterest 
18% in the USA 
5% in the Netherlands 
2% in Belgium 
2% in Sweden 
On Weibo 
65% in China
IMPACT OF SOCIAL ON PURCHASE 
Purchases are mostly influenced by family/friends and promotional 
branded content on social networks 
Triggers generated by social media: 
40% of social network users 
have shared a purchase via 
a social media a platform 
(status, photo, etc.). 
It is most common in China, 
Singapore, Spain, Italy and 
the US, where the survey 
shows social recognition 
after a purchase to be 
particularly important (in 
China 78% of social media 
users have shared a 
purchase via a social 
network). In the UK and 
Germany an average of 35% 
of users have done so. In 
Singapore, Italy, Spain and 
the US between 40% and 
50% of users have shared a 
purchase on a social 
network. 
Promotional campaigns 
61% of French social networks users 
66% of Belgian and Swedish 
83% of Chinese 
Advertising 
55% of Dutch and 55% of Italian 
shoppers 
Friends’ posts 
75% of Chinese and 62% of Spanish 
consumers 
2 
1 
3
APPENDIX
PROFILE OF RESPONDENTS 
US UK SP IT FR GE BE NL DA SW CH SN 
1001 1008 1015 1005 1062 1006 1003 1007 1013 1003 1014 1013 
49% 48% 49% 48% 48% 48% 48% 49% 49% 49% 50% 49% 
51% 52% 51% 52% 52% 52% 52% 51% 51% 51% 50% 51% 
15% 14% 13% 15% 12% 10% 11% 11% 12% 13% 27% 12% 
20% 20% 26% 22% 17% 25% 16% 19% 14% 19% 35% 21% 
19% 20% 27% 27% 18% 22% 19% 22% 22% 20% 27% 24% 
20% 19% 17% 20% 18% 24% 18% 20% 20% 19% 9% 21% 
26% 27% 17% 16% 35% 19% 36% 28% 32% 29% 2% 22% 
Basis 
Male 
Female 
18-24 yo 
25-34 yo 
35-44 yo 
45-54 yo 
55 yo and +

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Connected Commerce – A Snapshot of the Modern Shopper

  • 1.
  • 2. KEY FINDINGS 1 Smartphones are increasingly important during all stages of the consumer journey 2 New trends in global shopping habits Social media’s influence varies widely by country 3
  • 3. METHODOLOGY To guide brands through the «next» purchasing ecosytem, DigitasLBi has conducted a first-of-its-kind, in-depth survey of connected shopping experiences, new purchasing methods, and consumer expectations across 12 countries: Belgium, China, Denmark, France, Germany, Italy, the Netherlands, Singapore, Spain, Sweden, United-Kingdom and the USA. NB: Study conducted online from the 02nd Feb. to 28th March 2014. Sample size: 1,000 web users per country aged 18+ yrs (quota method: gender, age, income or social profile, region).
  • 4. SMARTPHONES ARE INCREASINGLY IMPORTANT DURING ALL STAGES OF THE CONSUMER JOURNEY What devices do people own, and how do they use them?
  • 5. WHAT DEVICES DO PEOPLE USE? Smartphones dominate/increasing role of tablet/appearance of Smart TV 70% SMARTPHONE Reading: 39% of consumers surveyed use a tablet. 39% TABLET 27% SMART TV 58% DESKTOP 76% LAPTOP
  • 6. HOW DO PEOPLE SHOP? Most people still purchase online via computers rather than through mobile or smart TVs SMARTPHONE Usage of mobility devices (tablet and smartphone) is most prevalent in China, where more than 74.5% of smartphone or tablet users have purchased an item with these devices in the last three months. In comparison 35% of smartphones users have made a purchase in the last three months in France, UK, Germany and Singapore, whilst 27% have done so in Spain, Italy and Sweden. 50% of people in the UK and Germany have used a tablet to purchase an item in the last three months, compared to an average of 40% of people in the US, Italy, and Singapore. In the other countries surveyed, a third of people are making purchases using tablets. Reading: 34% of smartphone users have bought a product via smartphone in the last three months. 75% 34% 43% 15% TABLET DESKTOP / LAPTOP SMART TV
  • 7. HOW DO PEOPLE SEARCH FOR PRODUCT INFORMATION? Search phase stays mainly at home, increase in the use of mobile in-store Reading: 42% of respondents who use the Internet to search for information on a product or service, do so from a smartphone. DESKTOP 67% TABLET 26% SMARTPHONE 42% People generally search for the same information across all devices.
  • 8. ROLE OF MOBILE IN CONSUMER PATH ROPO : Research Online Purchase Offline SEARCH 88% of smartphone users report that they use their smartphones before purchasing in store. 92% in China and in France, 88% in Spain, 87% in Italy, 82% in the Netherlands. of smartphone users purchase from their mobile. 76% in China, 35% in US, UK, Germany and Singapore. of smartphone users have used their mobile in store. 95% in China, an average of 80% in Singapore, Italy and the USA, an average of 72% in France, Spain, Belgium and the Netherlands, PURCHASE 20% IN-STORE 72%
  • 9. THE SHOWROOMING EFFECT Price is seen as a major decision maker 18% of consumers report leaving a store after consulting their mobile and finding a product cheaper elsewhere; 28% would consider doing so. 88% of consumers say they would buy a product elsewhere if the discount was 10%. Globally, for nearly one in three consumers surveyed, a price difference of at least 5% would make them leave the store. ‘Showrooming’ is the practice in which a consumer visits a store to examine and test a product in person before purchasing it elsewhere, often at a cheaper price.
  • 10. NEW TRENDS IN GLOBAL SHOPPING HABITS Does the store lose its importance? Is it still a major point of contact in the search for information? What makes people go to a store after consulting the website? Are people reluctant or eager for innovation?
  • 11. WHERE DO PEOPLE SEARCH FOR INFORMATION ? Although the Internet is an essential source of product information, the store remains a fundamental point of contact THE STORE IS N°1 IN BELGIUM, DENMARK, ITALY AND SPAIN 18% 15% 14% 13% Retailer website Price comparison services The store Friends and family
  • 12. of consumers around the world have used in-store multimedia shopping aids. 73% in China, 23% in Denmark report that they were decisive in their buying decision. 36% in China, 5% in Denmark of consumers think new digital in-store technologies are generally very useful. 80% in the USA, 77% in the UK, 66% in Sweden 42% 14% 73% DIGITAL IN-STORE Consumers are increasingly taking for granted that they will find in store the services that are available online
  • 13. DIGITAL IN-STORE Technology is enhancing the role of the sales advisor 74% of people think that in-store sales advisors would be more efficient if they had tablets providing all available product information. 92% in China, 87% in Singapore, 83% in Spain, 80% in Italy, 65% in Sweden,59% in Germany
  • 14. 95% DIGITAL IN-STORE Technology is enhancing the in-store experience of Chinese consumers are willing to receive personalized offers on their mobile phone whilst shopping in-store. 75% of shoppers in Singapore would try on clothes virtually using a digital mirror. 75% of Spanish consumers are willing to use a loyalty card on their mobile phone. 74% of German consumers are willing to use an app on their mobile that enables them to easily find a product in a supermarket. of Italian consumers are willing to check stock availability in-store via their mobile phone. 78% 48% 54% of American consumers are willing to use a system allowing them to be identified in-store in order to receive certain advantages. of French consumers are willing to use interactive terminals to browse and buy the products available in the store.
  • 15. 44% DIGITAL IN-STORE Technology is enhancing the in-store experience of English consumers are keen to find out which products are most popular with consumers via their mobile or directly in-store. 53% of shoppers in Denmark would be willing to pay in-store via their mobile phone. 47% of Swedish consumers are interested in accessing complementary products by scanning a product's barcode. 63% of Dutch consumers would like for sales assistant sto be able to process payments via a portable tablet without having to go to the cash desk. of Italian consumers would be happy to use an interactive store window display to shop when the store is closed. 44% 43% 32% of American consumers would like to have a personal shopper available in-store Of Belgian consumers are willing to use a mobile app to organize their shopping according to their shopping list.
  • 16. THE INFLUENCE OF SOCIAL MEDIA VARIES WIDELY BY COUNTRY Are people reluctant or eager for innovation? How important are digital tools and/or services in the purchase decision?
  • 17. SOCIAL MEDIA USE of people generally use at least one social network. 99% in China, 78% in Germany of social network users admit to having been influenced when making purchases by at least one social network. 82% of Chinese shoppers, 74% in Singapore, 55% in Spain, Italy and US of social network users say they buy more products from brands they follow on social media networks. 80% in China, 63% in Singapore, 50% in Spain and around 40% in US, UK and Italy 88% 54% 45%
  • 18. Shoppers admit that social networking sites influence their purchasing decisions On Twitter 17% in Spain 16% in the USA 13% in the UK 6% in Germany 3% in Denmark IMPACT OF SOCIAL MEDIA f On Facebook 61% in Singapore 48% in Spain 47% in Italy 31% in France 30% in Denmark On Pinterest 18% in the USA 5% in the Netherlands 2% in Belgium 2% in Sweden On Weibo 65% in China
  • 19. IMPACT OF SOCIAL ON PURCHASE Purchases are mostly influenced by family/friends and promotional branded content on social networks Triggers generated by social media: 40% of social network users have shared a purchase via a social media a platform (status, photo, etc.). It is most common in China, Singapore, Spain, Italy and the US, where the survey shows social recognition after a purchase to be particularly important (in China 78% of social media users have shared a purchase via a social network). In the UK and Germany an average of 35% of users have done so. In Singapore, Italy, Spain and the US between 40% and 50% of users have shared a purchase on a social network. Promotional campaigns 61% of French social networks users 66% of Belgian and Swedish 83% of Chinese Advertising 55% of Dutch and 55% of Italian shoppers Friends’ posts 75% of Chinese and 62% of Spanish consumers 2 1 3
  • 21. PROFILE OF RESPONDENTS US UK SP IT FR GE BE NL DA SW CH SN 1001 1008 1015 1005 1062 1006 1003 1007 1013 1003 1014 1013 49% 48% 49% 48% 48% 48% 48% 49% 49% 49% 50% 49% 51% 52% 51% 52% 52% 52% 52% 51% 51% 51% 50% 51% 15% 14% 13% 15% 12% 10% 11% 11% 12% 13% 27% 12% 20% 20% 26% 22% 17% 25% 16% 19% 14% 19% 35% 21% 19% 20% 27% 27% 18% 22% 19% 22% 22% 20% 27% 24% 20% 19% 17% 20% 18% 24% 18% 20% 20% 19% 9% 21% 26% 27% 17% 16% 35% 19% 36% 28% 32% 29% 2% 22% Basis Male Female 18-24 yo 25-34 yo 35-44 yo 45-54 yo 55 yo and +