Do you consider yourself a connected consumer? Is your laptop next to your tablet and smartphone on your couch or nightstand? Maybe you have a go-to device forbrowsing and shopping?
Today we published a new report that reveals that consumers don’t turn to mobile apps for shopping, but do havedevice preferences when shopping different retail categories. It also sheds light onthe popularity and potential of tablet and Facebook shopping.
Who is the connected consumer?
Contrary to assumptions, the average connected consumer is not a texting teenager or a hipster with more devices than flannel shirts.She is 40 years old, earns $63,000 and owns several Web-ready devices. She’s all over Facebook, loves to browse catalogs and is enthusiastic about shopping via her devices. Does she look familiar?
The most revealing take awayfrom the report washow clearly mobile and tablet apps, on their own, are not meeting connected consumers’ browsing and purchasing needs. Onlyfour percentliketo shop using mobile apps, compared to 87 percent of PC owners,14 percent of smartphone owners and nine percent of tablet owners who prefer to browse and buy from Web and mobile sites.
It is also interesting how consumers are starting to make concerted choices about which devices they use to shop different retail categories. For example, 53 percent of shoppers for electronics and 39 percent of toy shoppers prefer to usetheir tablets. Not surprisingly, music is more actively purchased using smartphones.
Of course, connected consumers love their tablets. So much so, that 87 percent of them used their tablets for 2011 holiday shopping andspentan average of $325. Tablet owners are shopping from their tablets at least weekly and almost half of them said they expect to do even more tablet shopping in 2012.
Did you know that 34 percent of tablet-owning consumers are already shopping using Facebook? Did you even know you could shop on Facebook? For now, this is mostly in the forms of daily deals and couponing, as few retailers are actively selling on Facebook (with the exception of a few brands, like Express, that are actively selling on Facebook.) Given more than 80 percent of connected consumers are active Facebook users,social commerce is the next big frontier for retailers and brands.
What does this all mean?
Retailers need to step up to the tablet. Some retailers are already embracing this opportunity, using adigital catalog approach – check out the catalog thatKenneth Cole, for example, used during the holiday shopping season. Moving forward, retailers and brands need to be ready to engage with connected consumers– wherever and however they chose to shop – by providing creative,browser-based shopping experiences that drive product discovery and inspire purchases.
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