Category Archives: Shopper

More Mobile Shoppers

Last week, we had a post that showed the growth of mcommerce dollars and how tablets looked be the go-to mobile shopping device.  Today, we’ll look into how the number of mobile shoppers is expected to rise and its affect on overall ecommerce.

shutterstock_62413021• This year, the number of consumers engaging in mobile commerce is projected to reach 118 million people

• That makes up over 60% of everyone who shops digitally

• In 2016, the number of mobile shoppers will likely hit nearly 175 million consumers.  That’s a jump of nearly 50% in just 3 years

• Mobile consumers will make up 85% of total digital shoppers by 2016

• The number of mobile buyers will also increase. In 2012, 55% of mobile shoppers made a purchase.  By 2014, it is expected that almost 70% of mobile shoppers will buy something on their device.

• The average purchase made on a mobile device is anticipated to jump 54% from 2012 to 2016

What Does This Mean To You?

This one of the clearest examples of why your business needs to invest and stay invested in mobile. More consumers, making more purchases, spending more money.
If your business is not fully engaged in mobile, you are probably losing out on sales and helping your mobilized competition be more successful.
Mobile makes finding your business, researching your products and buying your merchandise quicker and easier.  The more convenient you make doing businesses with you, the more likely you are to be successful.  For more information on how you can grow your business with mobile, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: eMarketer


Creating A Better Ecommerce Experience

Earlier this week, we posted research on how digital drove holiday sales.  As we move forward into 2013, many businesses are planning to make their ecommerce platforms more robust.  This information can keep you digitally competitive this year.

shutterstock_111037535• Over one-third of retailers worldwide plan to add How-To information or tutorials to their sites in 2013

• Over 30% are adding online videos

• 28% will be adding blog posts to their ecommerce solutions this year

• More than a quarter of global businesses will incorporate articles and press releases

• 20% are including a twitter feed to their buying platforms

What Does This Mean To You?

When you keep visitors engaged, they spend more time on your site.
Anytime you can keep visitors on your site longer, you greatly increase
the chance they will buy something from you.
Isn’t the reason you have an ecommerce solution is to make more revenue?
Video’s, tutorials, blogs posts, articles and social media are great
tools to help your business more effectively engage customers and create
a better user experience. Since it’s your site, you can control the
content. Leverage the content to put your store and the products you
sell in the best possible light. For more information on how to direct
more potential buyers to your site, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: eMarketer; SU Systems

Digital Drove Holiday Sales

As we turn the calendar to January, we’ll take a look at the first data back on shopping this holiday season.  Much of the research pointed to how big of an impact digital devices (computers, tablets or smart phones) would have this season – particularly how consumers used them to save money.

shutterstock_85671796• Over 80% of smart phone owners used a digital device to research or browse holiday purchases this year – that’s a jump of 22% over last holiday season

• Nearly three-quarters said they made a holiday purchase via digital device, that’s an increase of 35% from last year

• Over 60% used an email offer from a retailer.  Usage of email offers increased close to 40%

• One-third used a mobile coupon this holiday season.  Consumers redeeming mobile coupons grew more than 80% compared to last year

What Does This Mean To You?

While the holidays are a once a year happening, they (on average)
account for upwards of 40% of total retail sales nationally.  The reason
behind the growth in digital shopping this year was convenience –
Nearly 40% of shoppers said they shopped online because of the
convenience and ease of it.
The trend towards online shopping  continues to rise – over four in 10 consumers said they shopped more  online than in physical stores this year compared to last year.
One of the things every business needs to do is stay relevant with its
customers. Making sure that it’s convenient to buy from your store vs.
the competition is part of staying relevant.
Just having a mobile site or ecommerce solution is not enough.  Part of your due diligence should be to continually look at the experience your digital and mobile
presences offer.
Are there things that the competitors have that you don’t?
How intuitive is the navigation?
Is it easy to find and buy products from your site?
Are you effective promoting your digital and mobile capabilities?
It’s easy to launch and forget, but if consumers have a bad experience –
it’s a good bet they will not return.  In tomorrow’s post, we’ll look
at what improvements consumer’s want to see from businesses.  For more information on creating digital presences that drive results, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: Mobile Commerce Daily; GfK Roper; SapientNitro

Social Causes Drive Sales

During the holidays, people tend to reflect upon their own good
fortune and are more likely to be charitable.  Many brands are
finding that aligning themselves with positive causes can bring
results throughout the year, not just at the holidays.  A recent report
looks at how consumers view socially responsible brands and how it
affects purchasing patterns.


Worldwide, over half of all consumers say that a brand’s association with a social purpose is a purchase trigger

• Since 2010, the number of global consumers who say social purposes cause them to make a brand purchase has increased by nearly 30%

• Nearly half of consumers make a purchase from cause supporting brands on a monthly basis

• The number of shoppers who make monthly purchases from cause supporting brands has increased 47% since 2010

What Does This Mean To You?

Supporting good causes helps to increase your awareness and how you
are viewed. When looking to get involved with social causes, there are
several avenues your business can pursue.  You can get involved in annual campaigns, event related causes or calendar-based charitable opportunities.
You can also look to locally or nationally-based causes.  Getting involved with locally-based causes may be the most beneficial to your organization.  Besides helping out a cause or charity that may not get nationally support but is doing great things, the fact that it is local will increase affinity towards your brand.  Consumers feel more connected to local causes and can see the differences being made. When choosing a cause or campaign, you should avoid anything that is too political.  By nature, political causes are very divisive and may actually cost you customers.  In tomorrow’s post, we’ll look at how socially responsible brands are viewed by consumers.  For more information about partnering with great local causes, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: Edelman; eMarketer


How Many Consumers Are “Showrooming”?

Many businesses have concerns about “showrooming” – the practice where consumers find and compare products at brick and mortar stores and use that information to make better online purchases.  A new research study has been released that shows how extensive the practice is among mobile shoppers.

• Over 40% of tablet and smart phone owners have researched products in a stores but purchased the item online

• Among those who showroomed nearly 30% will always or often purchase online

• The majority of “showroomers” purchased items at a lower price

• The top categories of merchandise that was “showroomed” was home electronics (50%) and tech devices (44%)

• Four in ten “showroomers” purchased entertainment items such as books, DVDs and CDs

• 31% purchased apparel and 29% bought shoes

• Nearly one in four purchased traditional computers

What Does This Mean To You?

The holidays are responsible for up to 40% of many businesses total sales. As we head into the holidays, you should ask yourself – How is my business prepared for “Showrooming”? There are many things you can do to keep sales instead of losing them to online competitors.

• Price Matching – The ability to have it the same day, instead of waiting for shipping, can be a powerful incentive

• Free or Reduced Shipping – Very often shipping charges are exceedingly high.  Free shipping was the top purchase determiner last holiday season among online shoppers.  If you can’t offer free shipping consider discounted shipping dependent on the amount of money spent

• Free/Expedited Set up, Delivery and Disposal – These are charges that many online shoppers don’t realize until they are making the purchase.  At that point, they are already out of the physical store and who knows if they will return.

• Easy Return and Exchange – Returning gift items can often be a nuisance.  Returning or exchanging gifts purchased online can be downright excruciating.  Promoting an quick and easy return and exchange policy can be a something that turns a shopper into a buyer

Competition for shoppers will be fierce this holiday season.  Keeping shoppers engaged  from the time they step in the door to the time they finish the purchase is important.  Make sure your staff is aware of the benefits you offer customers who make in-store purchases.  For more information on using digital tools to increase in-store shopping, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: Sacramento Bee;; Harris Interactive

Who Are Affluent Consumers?

In yesterday’s post, we looked at what media affluent shoppers tend to use.  Today, we’ll look at what just who these shoppers are.  This information may help you to put together holiday strategies if you are targeting the upper-end consumers ($100,000+).

Who are affluent shoppers?

• Nearly 40% are boomers between the ages of 48 and 66. One-third are Gen Xers between the ages of 31 and 47.

• One in five affluent adults are under 30 and less than 10% of affluent shoppers are age 67 or older

• One-third of high end consumers live in the South and one in four live in the Western U.S.

• 22% live in the Northeast and one in five reside in the Midwest

• The vast majority, 85%, of adults with incomes of $100,000+ are Caucasian.  8% are of Hispanic origin, 7% are Asian and 6% are African-American

• Nearly 60% work full time

• Over 60% work in managerial or professional roles, 13% are C-level executives and 17% are business owners

 What Does This Mean To You?

Creating connections with this group can yield big results for your organization.  Yesterday’s post gave some insights in to the media they tend to use.  Today, we’ll take a deeper look to help you target these consumers and create relationships with them.

• 77% of affluent adults nationwide have read a newspaper or visited a newspaper website in the past week

• Affluent adults are over 80% more likely to access newspaper content through a mobile device than the general public

•They are nearly 20% more likely than the average adult to have visited a social network in the past month and almost 30% more likely to have visited using a mobile device

• Seven in 10 affluent adults used a search engine over the past 30 days

• Nearly three-quarters are texters and they are 60% more likely to have checked their email via mobile device

• 37% went online in the past month to view online videos

Print, Mobile, Social, Search and Video – these are the things that affluent shoppers are relying on heavily and are the tools that can help you garner
their attention.  For more information on targeting tools to help you engage
and monetize the affluent audience, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: IPSOS Media; Mendelsohn; The 2012 Scarborough Multimarket Study, Release 1; Totally Uncorked on Marketing

Content Affluent Shoppers Utilize

More and more data on 2012 holiday shopping is beginning to be published.  We’ve already chronicled some on how consumers are shopping earlier this year and how consumer attitude about the economy will affect shopping. While a large percentage of shoppers feel they may not be able to afford all of the things on their gift list – the affluent and ulta-affluent shoppers will probably not have those concerns.  New data has been released that shows what media this valuable consumer segment uses.

• Over 80% of adults with incomes of $100,000 plus regularly read print publications – Women in this group and ulta-affluents with incomes of $250,000+ are even heavier users of print products

• Affluent adults are also heavy digital users – on average, they spend over 37 hour per week online

• More than one in four affluent adults own a tablet and nearly half have one in their household

• 55% of affluent adults own a smart phone – that’s up 45% from last year

• Affluent consumers are also very social in nature – over 60% are on Facebook.  One in six are on LinkedIn – up nearly 40% from last year.  Twitter adoption is at 12%, up 50% from 2011

 What Does This Mean To You?

Affluent shoppers have the resources to purchase your goods and services and probably not feeling as pressured about holiday shopping.  Earlier this week, we talked about how you can appeal to them using loyalty programs.  Look for effective ways to reach and engage them.  Research shows they are heavy print users and also rely on digital content.  Target them using content in these mediums.  Mobile will also be effective and gives you the power to message them no matter where they are. The better you can target them, the more exclusive you can make their offer.  In tomorrow’s post, we’ll examine just who the affluent consumer is.  For more information on connecting with affluent shoppers, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager

Source: IPSOS Media; Mendelsohn