This document discusses mobile shopping trends during the holiday season. It finds that while the majority of holiday purchases still occur in stores, smartphone usage for shopping is increasing. It segments shoppers into five groups based on technology adoption - Innovators, Opinion Leaders, Early Majority, Late Majority, and Laggards. For each group, it lists which mobile technologies and services they commonly use for shopping. The document recommends that retailers aggregate product information across channels, optimize mobile search and location-based targeting, and empower store staff to connect the online and in-store shopping journey.

1. THE AGENCY’S VIEW ON HOLIDAY MOBILE SHOPPINGMartin Lange, OgilvyOne

2. WHAT MAKES CHRISTMAS SHOPPING SPECIAL?

3. 70% of all purchases are gifts

4. This is not a gift, normally

5. Gifts are personal, emotional, meaningful

6. Christmas shopping is about atmosphere and experience

7. But Christmas shopping is also about time pressure

8. The large majority of purchases still happens in store

9. Only 14% of smartphone users bought an item through their phone

10. UNDERSTANDING THE MOBILE ENABLED SHOPER

11. Asking the experts

12. Asking the shopper

13. What are typical services that shoppers are using? 20% 30% 30% 5% 15% Innovators Opinion Leaders Early Majority Late Majority Laggards Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.

14. Innovators Blackberry Android Being Social Mydailydeal Yelp Epinions Zappos Next Tag Red Laser Gilt Group Coupon Sherpa Rotten Tomatoes Tweeted negatively about brand How to win an innovation halo Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.

15. Own iPhone Intend to buy Kindle CitySearch Twitter LinkedIn Bizrate Searched Google from store for product info Scanned QR or barcode Shopped at retail then bought online Asked store to match price shown phone Opinion Leaders On the verge to becoming mainstream? Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.

16. Early Majority Own smartphone Likely to buy iPad Coupons via text message Groupon Catering to the masses Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.

17. Late Majority Become a fan of a brand on Facebook Asked store to match a price from a printout Use Consumer Reports online Almost full adoption Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.

18. Facebook Ebay Craig’s List AmazonPayPal Shopped retail then boughtonline Phoned from store for opinion Laggards Universal behavior Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.

19. Innovators Opinion Leaders Early Majority Late Majority Laggards Trusted? Learned? Needed? Simplifying? Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.

20. THOUGHT STARTERS

21. Aggregate where you find critical mass

22. On mobile wish lists

23. And shopping guides

24. Find the digital shelf space

25. Understand mobile search intent and optimize your offer

26. The power of location-based targeting

27. Shopper check in – for Loyalty, Customer Service, Inventory

28. Empower staff – especially your “temps”

29. Understand timing – Christmas starts early and ends late

30. Connect the journey

31. Whatever you plan for Christmas…… plan long term and holistically! Transaction – Lifetime – Advocacy - Collaboration

32. THANK YOUmartin.lange@ogilvy.com, @macaccess