In this study we partnered with uSamp to take a look at the role mobile devices are playing in the new shopping landscape. Our qual-quant study reveals that while consumers are embracing the latest technology as another means to shop for products, companies still need to make improvements to provide better convenience and functionality for them on a mobile device. For marketers, understanding how to create an effortless consumer experience that makes shopping on a mobile device more appealing is just one major key to success. In this report you’ll find this and many other tips to inform and improve your mobile strategy.

1. Marketplace Insights
m-Commerce and the New Shopping Landscape

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Marketplace Insights is an ongoing series of
explorations into consumer beliefs, thoughts and
perceptions about products, services and trends
iModerate leverages our online one-on-one
conversations to provide candid and insightful
consumer responses that empower businesses to
better understand the consumer experience
On this Marketplace Insights we partnered with
uSamp™, a premier provider of technology and
survey respondents used to obtain consumer and
business insights
We share these findings with you in the hope that
you will gain value from them

3. Background Information
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m-Commerce, or the usage of smartphones and tablets for
shopping and purchasing continues to dramatically impact the
consumer landscape. Seeking to understand how these new
technologies have affected the ways people shop, we conducted
a hybrid study including 50 one-on-one conversations and a
quantitative questionnaire
What we explored
Offering nearly 24/7 access, consumers confirmed that the
primary impetus for their mobile shopping is convenience.
However, while the motivation is not surprising—the
descriptions of how they shop and what they shop for
reveal key takeaways for marketers
What we discovered

4. The New Shopping Landscape:
An Overview
There’s little question that m-Commerce will
continue to dramatically impact the
shopping landscape. Smartphone and
tablet usage continues to increase offering
consumers’ unprecedented access to
browse and make purchases online.
Combining greater flexibility and efficiency,
these devices have fundamentally changed
how consumers shop and browse in their
daily lives
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5. The New Shopping Landscape:
An Overview
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Characteristics of the new shopping landscape
Increased accessibility:
Consumers can shop/browse wherever and whenever
the mood strikes them
Increased consumer awareness:
Consumers (even while at the brick–and–mortar stores)
can comparison shop for the best
value anywhere
Increased cross functionality/multiple channel uniformity:
Consumers can, for example, research on a laptop, comparison shop on their phone and purchase at the store—
expecting all components to work together seamlessly
Increased operational efficiency:
If functionality makes shopping on their device difficult, (i.e., image size too small), often shoppers simply pause their
shopping and revisit items later on their computers. However, the interruption leaves room for them to drop off from the
purchase process
Increased expectation of consumer confidence:
Purchase habits are gravitating towards companies with an established identity in both the online space and mobile
arenas (i.e., Amazon, iTunes and Ebay) because consumers trust them to deliver on their promise no matter the
technological device

6. The New Shopping Landscape:
Consumer Archetypes
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m-Commerce consumers fall into three archetypes, based on their
primary motivation:
The “express
shopper”
The “browser” The “researcher”
• Consumers that want to get
in, find what they need and
get out asap
• They utilize mobile devices
to evaluate items/get
relevant information to
quickly and easily make a
purchase on their device
• Consumers that leverage
the access their devices
provide during leisure
periods to research
products and services
• They utilize mobile devices
to review product details
and compare prices
• Consumers that use their
mobile device to research
and compare products with
the intention to go to the
store and make a purchase
• They utilize the information
to make a more informed
purchase

7. The New Shopping Landscape:
Tablet vs. Smartphones
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Operational limitations of devices also
impact consumer behavior. For many
consumers, limitations in screen size and
keyboard functionality make tablet use
preferred over smartphones for browsing
and purchasing—letting them view images
and type more easily
However, while the tablet is portable, it isn’t
always as handy as a smartphone. Its
larger size and limits in connectivity mean
that it isn’t as much of an “anytime,
anywhere” solution
“It’s much easier to browse with a computer because you can have multiple tabs or windows
open at a time. However, it’s more convenient to pick up the iPad when you can sit on the
couch and do something else.”
Female
Tablet browser
25-34

8. The New Shopping Landscape:
Tablet vs. Smartphones
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Device preference for purchasing and browsing
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Browsing
Purchasing
1 – Strongly prefer Smartphone 2 3 4 5 – No preference 6 7 8 9 10 – Strongly prefer Tablet
Thinking about mobile browsing (without making a purchase), please indicate if you prefer browsing on your smartphone or on your tablet. Thinking about making a purchase on
your mobile device, please indicate if you prefer to purchase on your smartphone or on your tablet. N=152 Browsing, N=66 Purchasing.

9. The New Shopping Landscape:
Purchasing Trends
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Oftentimes, how well a product translates to a particular device can
significantly impact consumer m-Commerce behavior
Which of the following categories have you ever made a purchase in
on the following devices? N=242.
Smartphone Tablet Computer
Movies, Music & Games 64% 62% 66%
Clothing, Shoes
& Accessories
45% 47% 71%
Electronics 41% 44% 73%
Books 35% 60% 55%
Travel
(Air, Lodging, etc.)
33% 32% 64%
Health & Beauty 32% 34% 52%
Toys 24% 30% 45%
Sports & Outdoor 19% 21% 41%
Groceries 26% 18% 36%
Home, Garden & Tools 18% 22% 40%
Insurance 20% 12% 35%
Stocks 16% 15% 33%
Automotive 12% 15% 35%
Other 14% 12% 20%
Ever purchased on each device For example, we found that certain media
and grocery purchases lend themselves to
particular types of m-Commerce including:
Music on your phone/books
on your tablet
Groceries on your smartphone –
because they are commodity items
easily purchased from a list

10. The New Landscape In Action:
Convenience
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Regardless of consumer
archetype, device
preference, or product
trend category, many
consumers we spoke with
informed us that their m-
Commerce usage is
founded simply in
convenience—the ability
to review and purchase
products anytime,
anywhere
“If I think of something we need or am just browsing the app I have no problem with ordering
from my phone. My phone is usually within arms reach wherever I am.”
Female
Smartphone purchaser
25-34

11. The New Landscape In Action:
Convenience
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Benefits of Mobile Browsing/Purchasing
Which of the following are your top benefits for browsing on your 'Smartphone/Tablet'? You may select up to 3. Which of the following are your top benefits for making a purchase
on your 'Smartphone/Tablet'? You may select up to 3.
N=100 Browsing N=300 Purchasing
Browsing Purchasing
Convenience 76% 68%
Touch screen 39% 33%
Price comparisons 33% 35%
Speed 27% 38%
Able to use apps 21% 24%
It’s a way to fill time 30% 11%
User-friendly experience 17% 23%
One-click purchases 14% 23%
Works well with daily deal shopping 12% 13%

12. The New Landscape In Action:
Accessibility
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Others spoke to the
unprecedented access to
information at their
fingertips that enables
mobile shoppers to:
• Comparison shop: If a consumer sees
something they like in a store, they can
scan or search to find a better deal
• Be better informed: Access to websites
and apps provides relevant information
including product details, customer
reviews, discounts and deals
Female
Smartphone browser
25-34
“I use a smartphone to scan bar codes, [it gives me a] clear display of items, and compared
other products and ratings. I can move at my own pace and see product reviews without the
pressure of a salesperson.”

13. Challenges of The New Landscape:
Operational Efficiency
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Unfortunately, current operational inefficiencies
limit the impact of m-Commerce for many
consumers including:
Smaller screens equal smaller pictures, inhibiting
consumers from viewing product details
• Limited browser capabilities often mean consumers can’t
use tabs (or open as many as they’d like)
for comparison purposes and can only drill down
into one product at a time
• Small, touchscreen keyboards are less than user friendly
when consumers have to enter information
in a search box or at checkout
• Wireless connections often mean slower page loads that
reduce the consumer experience enough
to sometimes end it
Female
Smartphone purchaser
25-34
“The biggest issue is small pictures or reduced descriptions on a mobile site. If I am unable
to see a decent picture, I will add the item to my wishlist or bookmark it and check it on my
computer.”

14. Challenges of The New Landscape:
Security
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Even those consumers most
comfortable with online shopping
that we spoke with remain
concerned about financial
information being transferred
over a cellular network or a wifi
signal; with some limiting the
amount of their transactions as a
result
Male
Tablet purchaser
35-44
“[Mobile shopping is] a fairly new experience. I am a bit hesitant, psychologically kind of
worried about wireless being easier to steal my info so I use my desktop.”

15. Challenges of The New Landscape:
Security
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Although 17% of browsers would
not make a purchase on their
mobile device, 41% of
purchasers say there isn’t a
maximum amount they’re
willing to spend
Male
Smartphone
purchaser
25-34
“There isn't a specific limit because of the
platform. My phone is probably at least as
secure as my computer. I can use it safely for
banking, so any amount I want to spend
should be fine.”
Female
Smartphone
purchaser
55-64
“I wouldn't give an exact amount, but probably
not much. I don't like to shop much online -
smartphone or computer.”
Security concerns can limit current “max spend” via mobile
Average “largest $ amount
you’re comfortable spending” on
a mobile device:
$349
for mobile
browsers
$491
for mobile
purchasers
What is the largest dollar amount comfortable spending when making a purchase on your 'Smartphone/Tablet'? N = 100 Browsers and 300 Purchasers.

16. Successfully Navigating the New Shopping Landscape:
Recommendations
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Create a Seamless
Consumer Experience
• Shopping carts and wish lists should be consistent
• Consumers should be able to access their purchase
history and loyalty programs anywhere
• Consumers should be able to use the information from a
store’s site or app in the store
• Consumers should be able to scan a barcode or search
for an item that they see while out and about and find it
from their favorite retailer
Female
Smartphone purchaser
25-34
“I do a lot of shopping on Amazon, I like that I can access my account, including previous
purchases. My wish list is easy to locate and I don’t need to enter payment information every time I
place an order. I’d like a way to track purchases easier. Like the Lowes my home card. When the
card is scanned it keeps track of all the seeds I purchased so I don’t need to keep the packages for
next year.”

17. Successfully Navigating the New Shopping Landscape:
Recommendations
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Prioritize Visibility
• Pictures should be clear and easy to
view. Consumers shouldn’t have to
“pinch” to zoom in and out
• Pages should be streamlined including
only relevant information; remove
superfluous information (i.e., sidebar,
floating menu, etc.) that increases load
time or crowds relevant images and
information
Male
Smartphone browser
25-34
“The screen is so small that for most purchases I would have to use my laptop to see the
product. Make pictures more interactive, fill my entire screen instead of having to zoom in
and back out.”

18. Successfully Navigating the New Shopping Landscape:
Recommendations
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Address Security Concerns
Through Transparency
• Consumers concerned about wireless security
feel more secure using a computer because
they are used to seeing security assurances
on e-commerce websites. m-Commerce
websites and apps that provide “official,”
credible indication that the mobile connection
is secure significantly mitigate consumer
security concerns
Male
Tablet browser
35-44
“I’m sure most retailers do a good job of protecting their consumers from fraud or stolen
info but I don’t recall any visible disclaimers promising to be liable if my info is
compromised via their app.”

19. Successfully Navigating the New Shopping Landscape:
Recommendations
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Ease of Use and Speed are the Keys
to Consumers Satisfaction
• Typing is a chore on most mobile devices – mobile
sites and apps should use minimal text boxes
• Information should be complete – not a truncated
version of what’s on the full site. Consumers need to
see the full description, including relevant information
and reviews in a way that doesn’t slow the load time
• Offer ways to compare items (save to a list, open in a
new tab, etc.) and show more than one item at a time
• Don’t slow down the purchase process with
unnecessary steps – let people check out quickly
Male
Smartphone purchaser
45-54
“Don't have too many steps to take, I don't want to sign up for a membership,
or become a preferred shopper, just let me select my items, and purchase.”

20. Successfully Navigating the New Shopping Landscape:
Recommendations
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Information Integration is Key
• Take advantage of consumer history. Make it easy for
them to stay logged in and keep track of what they’ve
bought or browsed so they can access and replenish
an item they like quickly
• Consumers are less likely to use mobile devices to
purchase “serious” or big ticket items like electronics,
cars, insurance. Allow the transfer of product
information directly to a sales rep on the phone or in
person
• Consumers often need an item right away or don’t like
to make mobile purchases so they browse before they
go to the store – make it easy to see which locations
have an item from the product page
Male
Smartphone browser
35-44
“Portability is an advantage, to look up a certain product, for instance the laptop I was going
to buy, being able to take my smartphone to the store with the webpage on the exact model
and show it to a store employee. To get exactly what I came to buy for the exact price it
showed without being hassled into buying something else.”

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Project Specifics
iModerate conducted a hybrid study utilizing an
online survey with 400 individuals and 50 online,
one-on-one conversations. Participants were at
least 18 years old, and have browsed or made
purchases utilizing mobile devices such as
smartphones and tablets (iPad, Kindle Fire, etc.).
These consumers were sourced from uSamp™
ThoughtPath™
Our qualitative research is based on a cognitive
approach called ThoughtPath. Drawing on three
select cognitive theories, ThoughtPath enables our
skilled moderators to get into each consumer’s
head and discover what’s most important to them,
what’s not, and why. In this study, it allowed us to
understand consumers’ thoughts and ideas about
how they use their mobile devices to shop
Let’s talk.
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720 S. Colorado Boulevard
Suite 500N
Denver, CO 80246
imoderate.com