SapientNitro & GfK Roper Survey

Digitally Enabled Holiday Shoppers Expect More from their In-Store Shopping Experience Findings from SapientNitro & GfK Roper Survey | December 19, 2012

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Even as retailers have expanded purchase options and welcomed digital shoppers into stores this holiday season, most Americans believe that retailers could do more to enhance the in-store shopping experience.

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Among smartphone users, a majority would like:

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“From investing in GPS-enabled store maps or updating mobile shopping apps for smartphones and tablets, retailers placed big bets on today’s ‘alwayson’ shopper and both parties won. Their efforts made holiday shopping easier but have raised consumer expectations for more.” – Chris Davey, global head of commerce at SapientNitro

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Holiday Shoppers Blend Online/Offline Behaviors in Complex Ways While embracing digital in their lives, respondents want to preserve their family time too. The majority of Americans (62%) feel "it is wrong" that stores are opening earlier and earlier on Thanksgiving Day just to get a jump on Black Friday sales.

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A majority of digital users (57%) report “showrooming,” that is using retail stores to browse products, all the while planning to buy a product later online.

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The overall trend in online shopping continues to rise

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One respondent noted:

“I just asked my daughter to give me a list of what she wanted and she included links so I went online and it was much easier than going to the store.”

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Digital Devices Help Consumers Navigate Deal Volume An increasing number are using their digital devices to help them navigate and find the best bargains, with 43% saying that, compared to last holiday shopping season, they are relying more on their smartphone, tablet, or computer.

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One respondent noted:

“I bought a lot more gifts on my iPad than I did last year, just because it was convenient. I could do it wherever I was, I didn’t have to be at my desk, I could be watching TV, or in bed or wherever…”

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While there were more deals to be had, the number of options available this holiday season made finding the best deal more cumbersome for some.

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Even among smartphone users, four in ten report “feeling overwhelmed the past few weeks with so many holiday shopping deals offered by email, newspapers, in stores, etc.”

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At the same time, 70% Americans like the fact that many Cyber Monday sales are now being extended into Cyber Week.

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The biggest increases in use from the 2011 post-Thanksgiving holiday season include smartphone users reporting digital device use in the following ways: • Researched and browsed for products (82%, up from 67% in 2011) • Bought something (74%, up from 55%) • Used an email offer from a retailer (62%, up from 45%) • Used a consumer rating site to help them decide to buy a product (56%, up from 40%) • Used a mobile coupon (33%, up from 18%)

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Areas to Watch SapientNitro has identified a number of rising consumer trends to watch over the coming holiday seasons.

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According to the poll, among smartphonewielding holiday shoppers: • 35% used their GPS/location feature on their phone to help with holiday shopping (vs 31% in 2011) • 27% used a QR code to find more information about a product (vs 19% in 2011) • 9% used a Black Friday or Cyber Monday mobile app • 7% have purchased something on their tablet

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“With nearly six in 10 smartphone users in our survey reporting that they’d like to see retailers offer mobile payment options, the industry must align quickly.”

– Chris Davey, global head of commerce at SapientNitro

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Supplementary Materials Press Release: www.sapientnitro.com Data graphs & quotes: www.slideshare.net/sapient Video interviews of holiday shoppers: www.youtube.com/sapientnitro How do you shop? Join the dialogue on Twitter #howishop

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How The Survey Was Conducted December 14 - 16, 2012 by GfK Roper Public Affairs & Corporate Communications on behalf of SapientNitro

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This telephone poll is based on a nationally representative probability sample of 1,007 general population adults age 18 or older reached on landline telephones. The margin of sampling error is plus or minus 3.0 percentage points at the 95% confidence level, for results based on the entire sample of adults. The margin of sampling error is higher and varies for results based on sub-samples.

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