The document provides insights on mobile shopping behavior, emphasizing that consumers are more inclined to browse in physical stores but are more likely to make purchases online or via mobile devices. An online survey of 1000 participants shows that many find shopping enjoyable across formats, with varying levels of resistance to purchasing certain product categories on mobile. Additionally, social media engagement with brands plays a significant role in influencing purchasing decisions, with many consumers following brands for deals and product updates.

1. Perspectives on the Mobile Shopper

2. ≋ Quantum Physics
≋ The quantum world exists as a series of probability waves, an
infinite number of potential outcomes
≋ Only when something is observed or measured does the
probability wave collapse and a single result is established
≋ Wave Collapse measures and observes the world in multiple
different ways, collapsing the various probability waves and
establishing a rich perspective on reality
≋ This multi-view approach provides the foundation for strategy
optimization using research and insights to drive revenue
Copyright 2012 Wave Collapse LLC

3. ≋ Online survey
≋ 1000 people
≋ All own an iPhone, Android, Windows Phone, or BlackBerry
Copyright 2012 Wave Collapse LLC

5. How Many People Bought Something in the Past Week?
Physical
Store
Online
Website
Mobile
Website
Mobile
87% App
Tablet
60% Website
25%
Tablet
App
Copyright 2012 Wave Collapse LLC

6. How Many People Bought Multiple Times
Physical
Store
Online
Website
Mobile
Website
Mobile
69% App
Tablet
46% Website
Tablet
61% App
Copyright 2012 Wave Collapse LLC

7. Mostly Browsing Mostly Purchasing
≋ Department Stores ≋ Discount Stores
≋ Malls ≋ Grocery
≋ Electronics Stores ≋ Warehouse Stores
≋ Convenience Stores
≋ General Stores
≋ Hardware/Home
Improvement
≋ Automotive
≋ Drugstore
Copyright 2012 Wave Collapse LLC

8. Mostly Browsing Mostly Purchasing
74%
76%
Physical Online Mobile Mobile Tablet Tablet
Store website Website Application Website Application
Copyright 2012 Wave Collapse LLC

9. Find Shopping Enjoyable in These Formats
Online 69%
website
Physical
Store
Tablet 54%
Website
Tablet
Application
Mobile
Application
Mobile 45%
Website
Copyright 2012 Wave Collapse LLC

11. Bought Something in the Past Week
Physical Online Mobile Mobile Tablet Tablet
Store Website Website App Website App
In-Store
93% 47% 41%
App Users
Don’t Use
Apps In- 84%
Store 13% 11%
100%
comparison size
Copyright 2012 Wave Collapse LLC

12. ≋ More likely to browse at a physical store; more likely to
purchase online, mobile, and tablet (even though majority of
activity is browsing, more likely to act on device)
≋ More likely to find shopping on device and computer
enjoyable
≋ More than twice as likely to have their device in their hand
while in the store
≋ More likely to have made a purchase of a physical product
or reservation on device
≋ No differences in demographics
Copyright 2012 Wave Collapse LLC

13. Los Angeles
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14. North Carolina
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15. Copyright 2012 Wave Collapse LLC

16. Price Comparison/Savings Local Price Comparison
Online Price Comparison
Coupons/Promotions
Barcode Scanning
Browse Store Flyers
Shopping List
Make Recipes
Shopping Store Aisle Map
Currently Easier Earning Rewards
Organize Loyalty Cards
Use Apps In-
Store Payment Pay for Products Using My Phone
& Other
Other
Copyright 2012 Wave Collapse LLC

17. Price Comparison/Savings
Local Price Comparison
Online Price Comparison
Coupons/Promotions
Barcode Scanning
Browse Store Flyers
Make Shopping Shopping List
Recipes
Easier Store Aisle Map
Earning Rewards
Do Not Use Organize Loyalty Cards
Apps In- Payment
Store & Other Pay for Products Using My Phone
Other
Copyright 2012 Wave Collapse LLC

19. What They Don’t See
Have Looked at Themselves Purchasing on
Products on Mobile
Mobile ≋ Tier 1 – Lots of
Resistance
≋ Financial Products
≋ Insurance
≋ Groceries
≋ Tier 2 – Less Resistance
58% ≋ Jewelry
≋ Airline tickets
≋ Automotive
≋ Beauty/make-up
≋ Shoes
≋ Home improvement
≋ Clothing
≋ Pet items
Copyright 2012 Wave Collapse LLC

20. Last item bought
Last Item Bought via Mobile Last Item Bought via Tablet
30%
0%
Copyright 2012 Wave Collapse LLC

21. Was the Last Purchase Planned or Impulsive?
Planned Impluse
Clothing
Food/take-out
Beauty/make-up
Pet items
Shoes
Electronics
Jewelry
Books
Insurance
DVD movie
Home improvement
Financial products
Groceries
Automotive
Hotel
Airline
0% 50% 100%
Copyright 2012 Wave Collapse LLC

23. Follow a Brand on
a Social Network
53%
Reasons They Follow
≋ Receive Deals
≋ Access to Special Products
≋ Keep up with Latest Products
More than half of followers ≋ Get Ideas
give up to 25% of their ≋ Participate in Contests
purchases each week to ≋ Give Suggestions
brands they follow ≋ Interact with Others Following the
Company
Copyright 2012 Wave Collapse LLC ≋ Potential to be Called Out & Profiled on Site

24. Joy Liuzzo
571.293.0021
joy@wavecollapse.com
@joyliuzzo
Copyright 2012 Wave Collapse LLC