Deloitte's research indicates that digital devices significantly influence retail shopping behavior, with 84% of consumers using digital during their shopping journey. The study highlights that digital is projected to impact 50% of retail sales by 2014, emphasizing the need for retailers to integrate digital into their core operations. Key findings show that consumers who use digital devices while shopping convert at higher rates and tend to spend more, with 75% stating that social media product information affects their buying decisions.

1. The New Digital Divide
Over 1 trillion
$1,100,000,000,000
Digital’s impact areas
Role of digital during the shopping journey
Retail categories most and least influenced by digital
1 2 3
$159B
Mobile’s and digital’s influence on in-store sales
in retail sales today are influenced by digital, and digital is projected to
influence 50% of all retail sales by the end of 2014
To help retailers understand the evolving impact of digital, Deloitte
surveyed over 2,000 U.S. consumers in late 2013 asking them questions
about how they use digital devices during their shopping journey. The
focus of our research moves beyond “if” digital is having an influence to
quantify “how” it is changing behavior along the path to purchase. The
results are staggering and suggest retail is at a tipping point; no longer
can the industry afford to view digital as a separate business function,
but rather integral to the entire enterprise.
As used in this document, “Deloitte” means Deloitte Consulting LLP, a subsidiary of Deloitte LLP.
Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte
LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and
regulations of public accounting.
Traffic
Before
During
Conversion Order Size Loyalty
Percent of shoppers
that use digital devices
throughout their
shopping experience:
84% of visitors
report using digital
for shopping-related
activities before or
during their most recent
trip to a store
Consumers who use
a device during their
shopping journey
convert at a 40%
higher rate
22% of consumers
spend more as a result
of using digital – with
just over half spending
at least 25% more than
they had intended
75% of consumers said
product information
found on social channels
influenced their shopping
behavior and enhanced
brand loyalty
2012 2013
Electronics Furniture Sporting
5% 19%
69% 36% 14%
Retailers, shoppers, and
the digital influence factor
www.deloitte.com/us/DigitalInfluence
@DeloitteCB
Follow #RetailDigitalDivide
$593B
Where digital shoppers go for help
Get product information
Check item availability
Checkout/Make a payment 76%
78%
80%
24%
22%
20%
Own device or
in-store device
Sales
associate
After
14%
$334B $1.1T
36%
Mobile
Digital
2012 2013
8 9 10Convenience
Store
Grocery General
Merchandise
MOST
INFLUENCED
LEAST
INFLUENCED