Mobile Shopping is a Global NOW: Draftfcb Study

Mobile shopping has emerged as a strong cultural force worldwide and continues to have a profound impact on shopping due to shifting behaviors and attitudes.  A new report from Draftfcb, “The Mobile Shopper: A 2013 Draftfcb Global Shopper Snapshot,” confirms mobile’s march to dominance as a medium of choice for consumers.  Based on interviews with 7,500+ consumers ages 18-64 in eight Draftfcb global benchmark markets, including the U.S., U.K., Germany, Brazil, South Africa, Middle East (U.A.E. and Saudi Arabia), India and China, the information collected shows that mobile has and will continue to have a profound impact on shoppers and shopping.    

The report looks at shopper behaviors connected to mobile devices, including but not limited to:

Look for, receive, or use deals, offers, discounts or coupons

Compare information other than price or store location
Look for store locations and information
Look for or receive reviews or advice from others
Share opinions or write reviews
Plan or organize shopping or ‘to do’ lists
Track activity or redeem rewards in frequent shopper or loyalty programs
Compare prices
See what a product or offer looks like, including comparing.

In addition, the report offers insight on shopper behaviors across seven major categories:

Grocery
Apparel
Health & Beauty
Casual Dining
Electronics
Financial Services
Insurance

As one of the most highly adopted technologies of all time, mobile plays an important role in the evolution of shopping behavior.  Shoppers worldwide are attached to their mobile devices for both emotional and functional reasons.  According to the report, 72 percent of mobile shoppers indicate that they “can’t live without” their mobile device. As such, the mobile device is a shopping companion, and an indispensable resource and gateway to brands, ideas and retail

Mobile shopping prevalence in established markets like the U.S., Germany and U.K. is a strong global force,  and in emerging markets like India, South Africa and China, mobile shopping shows the exuberance expected in markets where mobile technology has leap-frogged over more traditional internet service such as home-based online connectivity.

Shifting Paradigms

Mobile shopping has also impacted much of retail and brand marketing.  By looking through the lens of human behavior rather than focusing primarily on technology, this global snapshot shows the “Now” of mobile shopping.  It is yet another strong nudge to marketers that the classic path to purchase has evolved often dramatically and will continue to do so in the future. From empowering a more male-centric vision of shopping as opposed to the female-centric traditional view of shopping, to other fundamental changes, this research offers marketers an additional glimpse of the future of shopping.

“Consumers worldwide love their mobile phones.  Mobile devices are an extension of the self, as both mind and body.  Mobile is a global shopper lifestyle,” explained Janet Rose, PhD, SVP director of retail strategic planning at Draftfcb. “Mobile is often the first choice meta-retailer.”

“This has huge implications for both brands and retailers,” said Debra Coughlin, global chief marketing officer of Draftfcb, who commissioned the study. “It means that retailers must step forward even more to deliver creative and satisfying multi-channel experiences.  And, it means that brands have new opportunities to engage consumers in big ideas throughout the purchase journey.”

“Retailers must rethink how shoppers use and travel through stores,” said Tina Manikas, global retail and promotions officer. “As mobile shoppers continue to redefine shopping, they will also redefine pathways through the store, both online and brick & mortar.”  

Among Other Key Findings

Globally, the mobile shopper is 25-34 years of age, with an average age of 33
81% of people believe that mobile phones allow them to shop wherever they want around the clock, seven days per week
Using a mobile phone to find a store location is more prevalent in the US than any other country
73% of Brazilian mobile shoppers say that sharing a shopping experience while on their mobile phone is fun
68% of mobile shoppers in Germany think that comparing prices on their mobile phones is effortless
83% of mobile shoppers in South Africa say mobile phones eliminate the hassle of having to browse, shop or speak to salespeople in retail stores
82% of mobile shoppers in the Middle East say that they’re always looking for new ways to use their mobile phone
80% of mobile shoppers say that their mobile phone makes them feel like they’re always in the loop with friends and family
61% of mobile shoppers in India are male, the largest shift from census in any market

“Mobile tends to turn everyone into shoppers,” said Rose.  “At the same time, it transforms shopping into a richer experience.”

“The biggest challenge for marketers is to provide these ever more empowered consumers with the type of experiences that matter,” said Coughlin. “Those who can do this effectively will win.”