1) Mobile shopping, especially via smartphones and tablets, is rising significantly and expected to account for nearly half of European online sales by 2018. 2) People are using mobile devices throughout the day for many activities, including shopping. Valuable customer groups like big spenders and high earners tend to shop in the evenings and on weekends on their mobile devices. 3) Mobile devices are influencing purchases made both online and offline. Having a strong mobile presence is important for retailers to engage customers wherever they are.

1. tradedoubler.com
How to use mobile to your advantage
Mobile Consumers
&You
Mobile shopping 2014
the rise of the omniconsumer

2. 2 Mobile shopping 2014: the rise of the omniconsumer Tradedoubler
It’s between five and nine pm across Europe.
Millions of people are travelling home from
work, preparing and eating dinner, looking
after the family and sitting down to watch
television. It’s also the peak time for mobile
shopping. The boundaries between devices,
between on and offline activities and between
different sales channels are disappearing.
Marketers must understand and adapt to this
new landscape if they want to stay relevant
and grow.
Mobile (tablet and smartphone) is transforming the landscape for
e-commerce. In 2013, 13% of all European online sales came from mobile
devices and this figure is expected to rise to 49%1
by 2018, while shopping
online using a PC fell for the first time, by 7%2
. These trends look set to
continue over the coming years.
But the mobile story is both more complex and more exciting than a
simple share of sales. New research from the Tradedoubler Insight unit
confirms that the greatest power and potential of mobile – particularly
smartphones, the ultimate mobile device – lies in influencing and
informing purchases that are made both on and offline.
By the end of this year more than half of all mobile phones in Western
Europe will be smartphones. By 2017, this will stand at 80%3
and more than
half (55%) of European adults will own a tablet4
. And there’s more. Just
under half of connected consumers are now ‘always-on’, jumping between
three devices to stay permanently online5
.
Why is this important for retailers?
Consumers are using these mobile devices for every aspect of their lives,
including shopping, and they increasingly expect seamless engagement
across all of them.
For retailers, a strong mobile presence is the passport to the customer
conversation. It’s the route to engagement, influence, loyalty and trust. It’s
a way of harnessing genuine buying interest through targeted offers and
deals – even while customers are in store.
Most of all, it’s a way of ensuring your brand is not lost among the
competition. A new global study shows that people are buying from an
ever smaller pool of retailers6
. Just under half (43%) of shoppers share their
business among no more than five retailers. To become and remain one
of those valued suppliers means engaging with your customers wherever
they look to find you.
This paper explores new insights revealed by Mobile Shopping 2014:
the rise of the omniconsumer. This new research from the Tradedoubler
Insight Unit reflects the opinions and behaviour of 4,500 connected
consumers across nine European countries.
What this means for
performance marketers
and retailers
Consumers turn
to mobile devices
for information,
inspiration and
ideas. It’s where the
conversation starts
and it influences
where they go next. If
they can’t find you on
mobile, they’ll look for a
competitor.
49%of all European
online sales
will come from
mobile devices
by 2018

3. Tradedoubler Mobile shopping 2014: the rise of the omniconsumer 3
The daily rhythm of mobile commerce
Advances in technology have transformed the smartphone and tablet
into the first port of call for news, information, entertainment and
communications – and now retail. Half of the connected consumers
surveyed by Tradedoubler use their smartphone or tablet for shopping
activity every week – and almost a third (30%) do so nearly every day.
Behind these statistics, however, lies a more complex daily pattern of what
devices they are using, and when they are using them.
In today’s real-time, data-enabled world of personalised marketing, an
understanding of these daily patterns has the potential to underpin and
inform highly targeted marketing approaches. Approaches that are more
likely to succeed because the information is communicated at a time and
in a way that is most relevant – and therefore more welcome – to the
person receiving it.
40%of consumers
use their
smartphone and
48% use a tablet
to browse the
internet while in
bed, and one in
ten go online as
early as 6 am
50%of the connected consumers that
Tradedoubler surveyed use their
smartphone or tablet for shopping
activity every week
and almost a third
30%do so nearly every day
When we’re ‘on’, so are our mobile devices
Smartphones and tablets are now so embedded in consumers’ lives
that they are often the first thing we pick up in the morning and the last
thing we put down before we go to sleep. According to Morgan Stanley,
91% of people keep a mobile device within arm’s reach at all times. The
Tradedoubler research found that just under half of consumers browse on
their smartphone (40%) or tablet (48%) while in bed, and one in ten goes
online as early as 6 a.m.

4. 4 Mobile shopping 2014: the rise of the omniconsumer Tradedoubler
Looking at the daily pattern in more detail for two user groups: ‘big spender’
consumers who regularly spend more than £75 a month online (one in five
of all respondents); and ‘high earners’ with an annual salary of over £50,000
(one in 10 of all respondents), the Tradedoubler research reveals that these
two valuable groups tend to shop most on a Saturday and in the evening.
Smartphone Tablet
big spenders high earners big spenders high earners
6–9am 14% 11% 9% 7%
9–12 17% 12% 16% 10%
12–2pm 18% 12% 14% 10%
2–5pm 22% 16% 20% 12%
5–9pm 30% 24% 36% 37%
9–midnight 27% 21% 40% 36%
Midnight – 6am 10% 6% 16% 10%
No preference 23% 18% 22% 22%
Smartphone Tablet
big spenders high earners big spenders high earners
Monday 21% 15% 15% 9%
Tuesday 18% 14% 16% 10%
Wednesday 18% 14% 17% 12%
Thursday 19% 15% 17% 14%
Friday 21% 18% 19% 14%
Saturday 23% 18% 29% 25%
Sunday 18% 15% 26% 19%
What this means for
performance marketers
and retailers
Over a third of the
biggest online spenders
and highest earners
shop on their tablets
between 9 pm and
midnight. A strong
mobile presence as part
of an integrated digital
campaign means that
these valuable, time-
poor customers are not
lost as a result of set
opening hours or less
accessible locations.
64%of high earners
say they shop
online because
they can shop
whenever they
wish
45%of high earners
find it quicker
and easier to
shop online
These time-poor, high value audiences turn to online shopping because it
means they can shop whenever they wish or have time (64% of high earners
and 66% of big spenders) and because it is quicker and easier (45% and 58%
respectively).
CLOSED

5. Tradedoubler Mobile shopping 2014: the rise of the omniconsumer 5
Beyond the single screen – why use one
device when you can use three?
Roughly two-thirds of all Europeans now own at least two devices that
can connect to the internet. But it is how they use these mobile devices to
research and buy that is of real interest to marketers.
The Tradedoubler research found that, while watching television, over
half of smartphone owners use their device for activity related to the
programme they are viewing (57%), or to buy something they have seen
advertised (59%); rising to 69% and 71% of tablet owners. These high levels
of engagement are consistent across all the European countries included
in the survey.
What this means for
performance marketers
and retailers
The convergence of
TV and mobile has
turned television from
a passive into an active
experience. Consumers
research, buy,
comment on and share
information. Retailers
and advertisers have a
unique opportunity to
engage with consumers
in their own homes, and
in their own time, with
deals and offers that
generate an immediate
impact.
The portability of mobile devices and the growth of social media have
created a culture where TV viewers are encouraged to comment on or
share relevant information via their mobile devices while watching a
programme, making the whole experience more interactive.
These two trends offer significant opportunities for multichannel
retailers, since they allow consumers to respond immediately to
advertising offers and to share or comment on those offers through social
channels. And to do all that while the programme is still being aired.
It enables them to extend their showroom directly into people’s homes
and leisure time, without being invasive or disruptive. TV advertising that
makes use of performance marketing models such as deals and offers
can embrace these opportunities with real-time impact and returns.
69%of tablet owners
use their device
for activity
related to the
programme they
are viewing
59%of smartphone
owners use
their device to
buy something
they have seen
advertised
Find out more
information
Buy something
69%
57%
71%
59%

6. 6 Mobile shopping 2014: the rise of the omniconsumer Tradedoubler
Turning consumers into customers,
wherever they are
Mobile devices support the entire purchase journey – from inspiration
through research and price comparison to purchase. But which device is
best for each stage?
The Tradedoubler research shows that the true power of the smartphone
lies in its ability to inform, influence and advise, rather than as a pure
buying channel.
Just under half (46%) of connected consumers say they are likely to use a
smartphone to look for product inspiration. This behaviour is on the rise,
as over a third (37%) say they use their smartphone more than they did a
year ago to help them decide what to buy.
This influencer role is strengthened by the portability and size of
smartphones. They are ideal for browsing on the go, offering considerable
opportunities for performance marketers with a strong mobile presence.
The research shows that smartphones are used for browsing while
commuting (45% of respondents), when at work (49%), in a café or bar
(52%), or while out shopping (44%).
What this means for
performance marketers
and retailers
Not all devices are
used the same way.
Smartphones are best
for engaging with
consumers on the go
and influencing their
purchasing decision
with information and
offers that will draw
them towards your
brand – particularly
when they are standing
in your shop. Tablets
are replacing the PC
or laptop and have
become a popular
buying platform in the
home. More than half
of tablet owners use
their device to look for
vouchers, cashback,
loyalty, coupon or
price comparison
information, with 30%
doing so several times
a week.
Retailers can reach these consumers wherever they might be with targeted
emails, offers and deals; while a transactional app or mobile-optimised
website allows them to complete the purchase there and then. Such
services are of growing interest to connected consumers. Nearly half of
respondents (47%) turn to their smartphone to compare prices, just to make
sure they get the best deal, and around three in ten (29%) go on to buy. In
short, when they are out and about, your customers are on mobile, so you
probably want to be there too.
Atwork
Inacaféorbar
Commuting
45% 49% 52% 44%
Outshopping
Smartphones are used anywhere, anytime

7. Tradedoubler Mobile shopping 2014: the rise of the omniconsumer 7
In the home, the tablet takes over. A third of the consumers Tradedoubler
spoke to say there is now no difference between buying things on their
tablet compared to doing so on a PC or laptop. In fact, the tablet is winning
out over PCs, with a third (32%) now buying something through their
tablet at least once a week, compared to just a quarter (23%) doing so on
a PC or laptop. One in five uses their tablet every day to consider a daily
deal or group buying offer, and a third makes weekly use of vouchers and
coupons that get sent to their tablets.
The growing popularity of tablets over PCs may reflect the ease with which
a tablet is carried around the house or held while watching television or
in bed – an assumption strengthened by the finding that most online
shopping is done in the evening.
Enabling connected shoppers to shop more
Mobile devices have traditionally been viewed as separate from other
buying channels – and as a threat to physical stores. The latest thinking,
backed by a growing body of evidence, is that mobile can strengthen and
support the high street and should form part of a seamless, integrated
omnichannel experience for consumers.
Retailers need to recognise the way in which mobile can help them to
engage customers. Not just when they are on the bus or in the office, but
when they are standing in a store.
The data speaks for itself. Just under a quarter (22%) of in store smartphone
users decides to buy online instead, a fifth (20%) changes their mind about
buying at all, and the same number leaves to buy what they are looking
for elsewhere. Only 19% buy the product from the store they are in – a
worrying statistic that can be reversed easily with effective performance
marketing and customer engagement.
What this means for
performance marketers
and retailers
The interest of
connected consumers
can be captured in-store
by replicating the digital
experience. Harness
the power of mobile
and use it to drive in
store sales by offering
location-based deals,
inspiration, information,
reviews and product
recommendations
direct to customers’
smartphones while they
are in the shop.
More than half
of the survey
respondents say
they have changed
the way in which
they have bought
something as a
result of using a
smartphone
in store
A smartphone-using customer in your store is someone who is interested in
buying from you, so a targeted online offer, voucher or coupon that can be
redeemed in-store can help to convince them to buy. Further information,
reviews and recommendations available on mobile can help to inform their
thinking and build loyalty and trust. The technology to achieve this already
exists, with in store wifi and location-based options such as check-in widely
available. These have the additional benefit of enabling customers to share
their location and experience in real-time via social media.
Such intelligent use of mobile technology to fuse online shopping activity
with the physical shopping experience is already being harnessed by a
number of high street stores.
Examples include the ‘click-and-collect’ scheme in the UK, where customers
can order online and then collect from a store or local collection point. Other
retailers offer an in store online ordering service for products that are out of
stock, or equip employees with mobile devices such as tablets so they can do
all this without customers having to wait at the check-out.
changes their mind
about buying at all
buy the product from
the store they are in
Buy online instead
22%
20%
19%
How people
use their mobile
when they are
out shopping

8. A new balance between performance
marketing and retail
Consumers’ enthusiasm for online research using multiple devices is
creating new audiences for comparison, voucher codes, loyalty, cashback
and daily deals sites.
In the past, visits to such sites were taken to represent a later stage in the
buying journey, one that consumers undertook when they had largely made
up their mind about what they wanted to buy.
The Tradedoubler research shows that the influence and contribution
of performance marketing sites in fact begins much earlier in the cycle,
sometimes at the very start, as connected consumers search online for ideas
and inspiration.
This influence appears to increase with the value of the purchase being
planned. Around half (52%) of consumers looking for cosmetic products, for
example, say performance marketing sites are influential, rising to 57% for
fashion shoppers and 63% for both electronics and travel.
Jane Turner
Marketing Director
E: Jane.Turner@tradedoubler.com
W: tradedoubler.com
Tradedoubler
24th Floor
Portland House
Bressenden Place
London SW1E 5BH
For retailers, this new perspective on mobile performance marketing offers
a way of further extending their mobile engagement and influence. It
allows them to make the most of limited digital marketing resources by
reaching new or more specialist audiences, but it also enables them to start a
conversation with consumers at the very start of their purchase journey.
We live in an always-on, customer-centric economy. Where your
customers are is where you need to be. Smartphones and tablets are
now at the very heart of the European retail landscape and will play a
key role in its growth over the coming years. Not just as a sales channel,
but as a trusted voice that influences, explains, supports and enables
as part of an integrated omnichannel experience. It’s going to be an
incredible journey – and one that every retailer needs to be a part of.
1 Forrester Research Mobile and Tablet Forecast, 2013–2018 (EU7)
2 Total Retail, PwC and Deloitte, February 2014
3 eMarketer, May 2013 and GSMA Mobile Economy Europe 2013
4 Forrester Research, February 2013
5 Vivaldi Partners 2013
6 Total Retail, PwC and Deloitte, February, 2014
Smartphones and tablets are now at
the very heart of the European retail
landscape and will play a key role in
its growth over the coming years