Which retailer's shoppers have the highest mobile capacity, and are therefore more likely to respond to mobile marketing?

1. Special Report:
Mobile-Minded Shoppers
March 2012
24,578 respondents participated in the Media Behaviors &
Influence™ Study, conducted 10/26/-12/30/2011.
Margin of error is less than 1% at a 99% confidence level.
BIGinsight™
400 W. Wilson Bridge Rd.
Suite 200
Worthington, OH 43085
Ph: 614-846-0146

2. Mobile Aptitude Among Shoppers
Mobile Aptitude Score
The Mobile Aptitude Index
125.0
considers mobile
120.0 ownership, usage (including
119.9
115.0
apps and QR code
116.4
readers), influence to
113.4
110.0 purchase and frequency of
110.9
110.3
106.7
105.0
mobile Internet access and is
compared to that of the
100.0 general population. Among
90.8
shoppers profiled, those who
89.8
89.8
95.0
frequent Nordstrom have the
90.0
84.5
highest mobile
85.0 capacity, followed by Macy’s
and Dillard’s.
80.0 To be read as: Score of 100 is flat to
general population; Score of 105 indicates
score is 5% higher than the general
population.
Source: Media Behaviors & Influence™ Study, Dec-2011, N=24,578
© 2012, Prosper®

3. Nordstrom vs. JCPenney
Shopper Profiles
Nordstrom JCPenney
Shoppers Shoppers
Mobile Aptitude Score 119.9 84.5
Regularly seek advice 22.0% 19.5%
Regularly give advice 36.0% 27.8%
Search online regularly for clothing/shoes 38.5% 28.5%
Download apps 75.2% 55.4%
Use retailer apps 46.1% 27.5%
Have QR Code reader 49.3% 44.1%
Looking at the highest and lowest scoring retailers, you can see major differences in the
behavior of each retailer’s average shopper.
Source: Media Behaviors & Influence™ Study, Dec-2011, N=24,578
© 2012, Prosper®

4. Department Stores: Macy’s, Dillard’s, Sears & Kohl’s
Shopper Profiles
Macy’s Dillard’s Sears Kohl’s
Shoppers Shoppers Shoppers Shoppers
Mobile Aptitude Score 116.4 113.4 89.8 89.8
Regularly seek advice 22.8% 19.2% 19.5% 21.2%
Regularly give advice 34.9% 31.6% 29.9% 29.5%
Search online regularly
37.1% 31.9% 26.8% 25.0%
for clothing/shoes
Download apps 65.8% 67.5% 60.1% 61.0%
Use retailer apps 31.8% 29.5% 30.7% 28.5%
Have QR Code reader 45.7% 50.7% 45.6% 49.1%
Macy’s and Dillard’s both have high mobile aptitude scores. However, Macy’s
Shoppers are more prone to advice while Dillard’s Shoppers appear more likely to
get product info via QR codes.
Source: Media Behaviors & Influence™ Study, Dec-2011, N=24,578
© 2012, Prosper®

5. Discount/Online Retailers:
TJ Maxx, Amazon, Target & Walmart
Shopper Profiles
TJ Maxx Amazon Target Walmart
Shoppers Shoppers Shoppers Shoppers
Mobile Aptitude Score 110.9 110.3 106.7 90.8
Regularly seek advice 27.2% 23.8% 22.7% 19.6%
Regularly give advice 39.2% 36.5% 34.9% 29.7%
Search online regularly
37.3% 34.3% 32.6% 27.0%
for clothing/shoes
Download apps 66.5% 70.2% 68.5% 61.6%
Use retailer apps 36.3% 44.5% 32.8% 25.5%
Have QR Code reader 53.3% 57.0% 50.5% 44.8%
Although Target and Walmart are both discount stores, their clientele vary greatly
when it comes to mobile capacity, especially app usage.
Source: Media Behaviors & Influence™ Study, Dec-2011, N=24,578
© 2012, Prosper®

6. Contact
For media inquiries:
Chrissy Wissinger, Senior Manager, Communications
chrissy@biginsight.com
Randi Honkonen, Analyst
randi@biginsight.com
614-846-0146
www.BIGinsight.com
Disclaimer
BIGinsight™ is a trademark of Prosper Business Development Corp. Services are delivered by Prosper and/or a
Prosper affiliated company (“Prosper”). Prosper makes no warranties, either expressed or implied, concerning: data
gathered or obtained from any source; the present or future methodology employed in producing statistics; or the data
and estimates represent only the opinion of Prosper and reliance thereon and use thereof shall be at the user’s own risk.
© 2012, Prosper®