SlideShare ist ein Scribd-Unternehmen logo
1 von 12
Downloaden Sie, um offline zu lesen
2013 Digital Publishing Report:
Retail Apps & Buying Habits
January 2013
Research Methodology
                                                              n=511   smartphone shoppers
    •  Edelman Berland Online Survey
    •  Field Dates: November 28th, 2012-
       December 3rd, 2012
                                                              n=306   tablet shoppers
    •  Audiences: n=1,003 18-54 year olds
       who currently own a smartphone
       and/or tablet. This includes
       consumers who use these devices to                     n=492   smartphone non-shoppers
       shop and those who do not use their
       devices to shop.
                                                              n=697   tablet non-shoppers


2   © 2013 Adobe Systems Incorporated. All rights reserved.
Twice as Many Tablet Owners Use Their Device for
    Shopping vs. Smartphone Owners
                                                Tablet owners                                                           Smartphone owners

                             Email                                               72%                 Email                                   79%
                  Playing games                                              67%        Making phone calls                                   78%
                        Facebook                                            61%                  Facebook                              58%
                Reading books/                                             59%           Listening to music                           52%
                  Reading news                                        50%                    Playing games                         48%
              Listening to music                                     46%                     Reading news                       37%
                        Shopping                                    44%                Photo management                    26%
       Watching movies or TV                                        42%                Research restaurants               24%
          Research restaurants                                30%                                Shopping                20%
                 Research travel                                                                    Twitter
                                                              30%                                                        20%
                                      n = 471                                                                 n = 962

    For which of the following do you typically use a tablet/smartphone ?
3   © 2013 Adobe Systems Incorporated. All rights reserved.
Tablet Shoppers Don’t Just Browse, They Buy

                                                          Tablet shoppers are
                                                            more likely to                     Smartphone shoppers
                                                         purchase products vs.                 are more likely to use         n= 306 Tablet shopper
                                                         smartphone shoppers                      their phone for             n= 511 Smartphone shopper
                                                                                               comparison shopping
    68%
                      64%
                                         55%                  52%
           50%                                                              51%             50%
                              47%                                                                          46%             46%
                                                                    38%           37%            36%             37%
                                                 28%
                                                                                                                                          25%              24%
                                                                                                                                 18%         19%                   16%



    Browsing      Comparing prices       Purchasing           Comparing   Reading product Researching or Searching for     Browsing    Purchasing music Purchasing
    products                              products             products       reviews       reviewing   coupons or deals   catalogs    or video content tickets to events
                                                                                             products

    For which of the following functions do you primarily use a tablet/smartphone when shopping for products/services?
    Of the roles selected, which one would you say you use a tablet/smartphone for most often?
4   © 2013 Adobe Systems Incorporated. All rights reserved.
More Than Half of Shoppers Expect to Make a Purchase
    on a Retail App in the Next Year, 15% More Than Have
    Used Apps in the Past 3 Months
            LIKELY TO EXTREMELY LIKELY (7-10)                                     LIKELY TO EXTREMELY LIKELY (7-10)
                                                               69%                                               59%
                                                                                   56%
                    60%


                                                                                            30%
                                                                     22%                                                  18%
                               18%



         Purchase items using an app on a Purchase items using a tablet    Purchase items using an app on a   Purchase items using a
                      tablet                        browser                          smartphone                smartphone browser
                          n= 306 Tablet shopper                                         n= 511 Smartphone shopper
                          n= 697 Tablet non-shopper                                     n= 492 Smartphone non-shopper



5    © 2013 Adobe Systems Incorporated. All rights reserved.
1 in 4 Consumers Who Didn’t Shop on Their Mobile
    Device in 2012 Plans Increased Usage of Apps for
    Shopping in 2013
                                       TABLET                                                        SMARTPHONE
                    LIKELY TO EXTREMELY LIKELY (7-10)                                  LIKELY TO EXTREMELY LIKELY (7-10)


            Tablet shopper                                         60%          Smartphone shopper                                57%


      Tablet non-shopper                                                   Smartphone non-shopper
                                                      25%                                                            27%


                                n= 306        Tablet shopper                                         n= 511    Smartphone shopper
                                n= 697        Tablet non-shopper                                     n= 492    Smartphone non-shopper



     How likely are you to increase your usage of apps on a tablet for shopping for products & services over the next year?
     How likely are you to increase your usage of apps on a smartphone for shopping for products & services over the next year?
6    © 2013 Adobe Systems Incorporated. All rights reserved.
Shoppers Gravitate to Apps from Their Favorite
    Stores and Strengthen Brand Affinity With Use
                                                                                          Tablet shopper     Smartphone shopper
    I typically download a shopping app after already being exposed to the brand              70%                     68%
    I only use shopping apps for my favorite stores                                           67%                     67%
    Using shopping apps strengthens my connections to the brand                               38%                     42%
    Typically after using a shopping app I become more favorable toward the brand             37%                     37%
    I typically download a shopping app to become familiar with a new brand                   21%                     21%

                                       How important is the retailer brand in your decision to use the app?
                                                 IMPORTANT TO VERY IMPORTANT(8-10)
                                                              57%                   54%
                                                                    44%                     42%
              n= 306 Tablet shopper                                                                   n= 511 Smartphone shopper
              n= 697 Tablet non-shopper                                                               n= 492 Smartphone non-shopper

    Please tell me the extent you agree or disagree with the following statements?
    How important is the retailer brand in your decision to use the app?
7   © 2013 Adobe Systems Incorporated. All rights reserved.
Friends and Social Media Influence Mobile Shopping,
    Retailer Communications Also Affect Purchases
                                            TOTAL INFLUENCE (A GREAT DEAL/ A LOT/ SOME)
                                                                   88%                                                                  87%
                          Friends                                                                          Friends
                                                                  79%                                                                 77%
                                                                71%                                                               69%
      Emails from companies                                                                 Emails from companies
                                                              61%                                                               59%
                                                                68%                                                                 67%
                      Online ads                                                                        Online ads
                                                              56%                                                             52%

                  Online videos                            58%                                           Facebook              54%
                                                        44%                                                              38%
                                                          52%                                                                  53%
                       Facebook                                                                     Online videos
                                                        44%                                                                  43%
                                                     38%                                                                 35%
            Other social media                                                                  Other social media
                                                  26%                                                                 25%
                                                  33%                 n= 306   Tablet shopper                          29%
                         Pinterest                                    n= 697   Tablet non-shopper        Pinterest
                                                21%                                                                  20%
                                                                      n= 511   Smartphone shopper
                                                 27%                                                                   25%
                           Twitter                                    n= 492   Smartphone non-shopper      Twitter
                                               18%                                                                   16%

    To what extent do the following have an influence on what you buy online using a smartphone or tablet?
8   © 2013 Adobe Systems Incorporated. All rights reserved.
Consumers Share Opinions of Apps
     In-Person and on Social Media, Find
     Out About New Apps Online
    How do you share app opinions?                             Where do you find out about new apps?

       53%              In-Person                               42%     App Store

       21%              Facebook                                37%     Friends

       19%              Email                                   32%     Website of the company
                                                                        sponsoring the app

                                                                25%     Facebook
     n=1,003
                                                                22%     Physical Store
     How do you typically share your opinions of new apps with others?
     Where do you typically find out about new shopping apps?
9    © 2013 Adobe Systems Incorporated. All rights reserved.
Shoppers Value Function and Experience, But
     Smartphone and Tablet Users Have Different Priorities
                               What characteristics are most important for a shopping apps?
                                                            IMPORTANT TO VERY IMPORTANT (7-10)
        Tablet App                                                             Smartphone App
        52% Money saving offers when using apps                                 67% Money saving offers when using apps
        49%          Images and slideshows of the product                      60%     Ability to locate physical stores
                     at different angles
                                                                               58%     Ability to purchase directly from app
        48%          Ability to purchase directly from the app                         vs. using the browser
                     vs. using the browser
                                                                               57%     Support for couponing
        47%          Support for loyalty programs
                                                                               56%     Support for loyalty programs
        47%          Support for couponing
      Which of the following characteristics do you feel are most important for a shopping app to have?
      How important are the following characteristics to you when using a shopping app on a tablet/smartphone?
10    © 2013 Adobe Systems Incorporated. All rights reserved.
Summary of Key Findings
     1.  Tablet users (55%) are more likely than smartphone        6.  The most influence over mobile purchasing decisions
         users (28%) to use their device to purchase products          comes from
         and services                                                     –    Friends – smartphone (87%); tablet (88%)
     2.  56% of smartphone shoppers and 60% of tablet                     –    Emails from company – smartphone (69%);
         shoppers are likely to make a purchase using an app in                tablet (71%)
         the next year                                                    –    Online ads – smartphone (67%); tablet (68%)
                                                                          –    Facebook – smartphone (54%); tablet (52%)
     3.  45% of tablet shoppers and 49% of smartphone
         shoppers are interested in using apps to replace          7.  Shoppers share their opinions of new apps via
         purchasing products in a mobile browser
                                                                          –    Facebook (21%)
     4.  1 in 4 people who don’t shop on mobile devices intend            –    Email (19%)
         to use mobile apps to shop in 2013 - 27% smartphone              –    In-person (53%)
         and 25% tablet
                                                                   8.  Tablet shoppers most value money saving offers (52%),
     5.  67% of tablet and smartphone shoppers only use apps           interactive images and slideshows (49%), and the ability
         from their favorite stores; App interactions strengthen       to purchase from an app instead of a browser (48%);
         connection to the brand – 38% tablet shoppers and             smartphone shoppers most value money saving offers
         42% smartphone shoppers                                       (67%), the ability to locate physical stores through an
                                                                       app (60%), and the ability to purchase from an app
                                                                       instead of a browser (58%)
11   © 2013 Adobe Systems Incorporated. All rights reserved.
28915.2013 adobe dps_shopping_survey

Weitere ähnliche Inhalte

Was ist angesagt?

The Connected Economy: Insights from the network
The Connected Economy: Insights from the networkThe Connected Economy: Insights from the network
The Connected Economy: Insights from the networkBazaarvoice
 
Raddon Chart of the Day January 29, 2013
Raddon Chart of the Day January 29, 2013Raddon Chart of the Day January 29, 2013
Raddon Chart of the Day January 29, 2013Raddon Financial Group
 
Day1 research stream_1545_microsoft_shoppers_microsoft_advertising
Day1 research stream_1545_microsoft_shoppers_microsoft_advertisingDay1 research stream_1545_microsoft_shoppers_microsoft_advertising
Day1 research stream_1545_microsoft_shoppers_microsoft_advertisingSaatchi & Saatchi
 

Was ist angesagt? (6)

The Connected Economy: Insights from the network
The Connected Economy: Insights from the networkThe Connected Economy: Insights from the network
The Connected Economy: Insights from the network
 
New Shopper Journeys: The Influence of Digital Touchpoints
New Shopper Journeys: The Influence of Digital TouchpointsNew Shopper Journeys: The Influence of Digital Touchpoints
New Shopper Journeys: The Influence of Digital Touchpoints
 
Raddon Chart of the Day January 29, 2013
Raddon Chart of the Day January 29, 2013Raddon Chart of the Day January 29, 2013
Raddon Chart of the Day January 29, 2013
 
Storebites q1 2012
Storebites q1 2012Storebites q1 2012
Storebites q1 2012
 
Presentation1
Presentation1Presentation1
Presentation1
 
Day1 research stream_1545_microsoft_shoppers_microsoft_advertising
Day1 research stream_1545_microsoft_shoppers_microsoft_advertisingDay1 research stream_1545_microsoft_shoppers_microsoft_advertising
Day1 research stream_1545_microsoft_shoppers_microsoft_advertising
 

Andere mochten auch

Andere mochten auch (6)

Inductly
InductlyInductly
Inductly
 
Ohmconnect
OhmconnectOhmconnect
Ohmconnect
 
DOZ
DOZDOZ
DOZ
 
Neuroware
Neuroware Neuroware
Neuroware
 
Monetsu
MonetsuMonetsu
Monetsu
 
i3zif.com (play for music limited)
i3zif.com (play for music limited)i3zif.com (play for music limited)
i3zif.com (play for music limited)
 

Ähnlich wie 28915.2013 adobe dps_shopping_survey

Snet Social Media Moms Summary April 2012
Snet Social Media Moms Summary April 2012Snet Social Media Moms Summary April 2012
Snet Social Media Moms Summary April 2012Performics
 
Ad mob - tablet survey
Ad mob - tablet surveyAd mob - tablet survey
Ad mob - tablet surveydigicatie
 
Ad mob tablet survey
Ad mob   tablet surveyAd mob   tablet survey
Ad mob tablet survey36Kr.com
 
Ad Mob Tablet Survey - March 2011
Ad Mob Tablet Survey - March 2011Ad Mob Tablet Survey - March 2011
Ad Mob Tablet Survey - March 2011Romain Fonnier
 
tablet survey by Google Ad mob
tablet survey by Google Ad mob  tablet survey by Google Ad mob
tablet survey by Google Ad mob 武挥 魏
 
Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化 Google 流動廣告的商機﹣流動網頁最佳化
Google 流動廣告的商機﹣流動網頁最佳化Google Account
 
PlayFirst Study: Tablet And Smartphone Gaming Trends
PlayFirst Study: Tablet And Smartphone Gaming TrendsPlayFirst Study: Tablet And Smartphone Gaming Trends
PlayFirst Study: Tablet And Smartphone Gaming TrendsPlayFirst
 
Unicast what wome nwant from internet Unicst 2010
Unicast what wome nwant from internet Unicst 2010Unicast what wome nwant from internet Unicst 2010
Unicast what wome nwant from internet Unicst 2010Mitya Voskresensky
 
Outdoor Media Centre Customer Journey Research
Outdoor Media Centre Customer Journey ResearchOutdoor Media Centre Customer Journey Research
Outdoor Media Centre Customer Journey ResearchOutdoorMC
 
Retail Mobility: Welcoming the consumer on mobile
Retail Mobility: Welcoming the consumer on mobileRetail Mobility: Welcoming the consumer on mobile
Retail Mobility: Welcoming the consumer on mobile[x]cube LABS
 
MRCB 2013 Instituto de Empresa Data Visualization 5 Slides Exercise
MRCB 2013 Instituto de Empresa Data Visualization 5 Slides ExerciseMRCB 2013 Instituto de Empresa Data Visualization 5 Slides Exercise
MRCB 2013 Instituto de Empresa Data Visualization 5 Slides ExerciseADICT Active Retail
 
The Increasingly Connected Consumer: Connected Devices
The Increasingly Connected Consumer: Connected DevicesThe Increasingly Connected Consumer: Connected Devices
The Increasingly Connected Consumer: Connected Devicesi-SCOOP
 
Roy Morgan Research - Mobile Phone Usage in Australia
Roy Morgan Research - Mobile Phone Usage in AustraliaRoy Morgan Research - Mobile Phone Usage in Australia
Roy Morgan Research - Mobile Phone Usage in AustraliaAndrew Braun
 
Primary research presenation
Primary research presenationPrimary research presenation
Primary research presenationLiamattridge
 
Primary research presenation
Primary research presenationPrimary research presenation
Primary research presenationLiamattridge
 
Primary research presenation
Primary research presenationPrimary research presenation
Primary research presenationLiamattridge
 
To Go or Not to Go Social? A Strategic Approach to Social Media
To Go or Not to Go Social? A Strategic Approach to Social MediaTo Go or Not to Go Social? A Strategic Approach to Social Media
To Go or Not to Go Social? A Strategic Approach to Social MediaGeorgia Zouni
 
Ecommerce presentation
Ecommerce presentationEcommerce presentation
Ecommerce presentationRishank Manan
 

Ähnlich wie 28915.2013 adobe dps_shopping_survey (20)

Snet Social Media Moms Summary April 2012
Snet Social Media Moms Summary April 2012Snet Social Media Moms Summary April 2012
Snet Social Media Moms Summary April 2012
 
Test
TestTest
Test
 
Ad mob - tablet survey
Ad mob - tablet surveyAd mob - tablet survey
Ad mob - tablet survey
 
Ad mob tablet survey
Ad mob   tablet surveyAd mob   tablet survey
Ad mob tablet survey
 
Ad Mob Tablet Survey - March 2011
Ad Mob Tablet Survey - March 2011Ad Mob Tablet Survey - March 2011
Ad Mob Tablet Survey - March 2011
 
tablet survey by Google Ad mob
tablet survey by Google Ad mob  tablet survey by Google Ad mob
tablet survey by Google Ad mob
 
Google 流動廣告的商機﹣流動網頁最佳化
 Google 流動廣告的商機﹣流動網頁最佳化 Google 流動廣告的商機﹣流動網頁最佳化
Google 流動廣告的商機﹣流動網頁最佳化
 
PlayFirst Study: Tablet And Smartphone Gaming Trends
PlayFirst Study: Tablet And Smartphone Gaming TrendsPlayFirst Study: Tablet And Smartphone Gaming Trends
PlayFirst Study: Tablet And Smartphone Gaming Trends
 
Unicast what wome nwant from internet Unicst 2010
Unicast what wome nwant from internet Unicst 2010Unicast what wome nwant from internet Unicst 2010
Unicast what wome nwant from internet Unicst 2010
 
Outdoor Media Centre Customer Journey Research
Outdoor Media Centre Customer Journey ResearchOutdoor Media Centre Customer Journey Research
Outdoor Media Centre Customer Journey Research
 
Retail Mobility: Welcoming the consumer on mobile
Retail Mobility: Welcoming the consumer on mobileRetail Mobility: Welcoming the consumer on mobile
Retail Mobility: Welcoming the consumer on mobile
 
Mom study 2012 final 8.2.12
Mom study 2012 final 8.2.12Mom study 2012 final 8.2.12
Mom study 2012 final 8.2.12
 
MRCB 2013 Instituto de Empresa Data Visualization 5 Slides Exercise
MRCB 2013 Instituto de Empresa Data Visualization 5 Slides ExerciseMRCB 2013 Instituto de Empresa Data Visualization 5 Slides Exercise
MRCB 2013 Instituto de Empresa Data Visualization 5 Slides Exercise
 
The Increasingly Connected Consumer: Connected Devices
The Increasingly Connected Consumer: Connected DevicesThe Increasingly Connected Consumer: Connected Devices
The Increasingly Connected Consumer: Connected Devices
 
Roy Morgan Research - Mobile Phone Usage in Australia
Roy Morgan Research - Mobile Phone Usage in AustraliaRoy Morgan Research - Mobile Phone Usage in Australia
Roy Morgan Research - Mobile Phone Usage in Australia
 
Primary research presenation
Primary research presenationPrimary research presenation
Primary research presenation
 
Primary research presenation
Primary research presenationPrimary research presenation
Primary research presenation
 
Primary research presenation
Primary research presenationPrimary research presenation
Primary research presenation
 
To Go or Not to Go Social? A Strategic Approach to Social Media
To Go or Not to Go Social? A Strategic Approach to Social MediaTo Go or Not to Go Social? A Strategic Approach to Social Media
To Go or Not to Go Social? A Strategic Approach to Social Media
 
Ecommerce presentation
Ecommerce presentationEcommerce presentation
Ecommerce presentation
 

28915.2013 adobe dps_shopping_survey

  • 1. 2013 Digital Publishing Report: Retail Apps & Buying Habits January 2013
  • 2. Research Methodology n=511 smartphone shoppers •  Edelman Berland Online Survey •  Field Dates: November 28th, 2012- December 3rd, 2012 n=306 tablet shoppers •  Audiences: n=1,003 18-54 year olds who currently own a smartphone and/or tablet. This includes consumers who use these devices to n=492 smartphone non-shoppers shop and those who do not use their devices to shop. n=697 tablet non-shoppers 2 © 2013 Adobe Systems Incorporated. All rights reserved.
  • 3. Twice as Many Tablet Owners Use Their Device for Shopping vs. Smartphone Owners Tablet owners Smartphone owners Email 72% Email 79% Playing games 67% Making phone calls 78% Facebook 61% Facebook 58% Reading books/ 59% Listening to music 52% Reading news 50% Playing games 48% Listening to music 46% Reading news 37% Shopping 44% Photo management 26% Watching movies or TV 42% Research restaurants 24% Research restaurants 30% Shopping 20% Research travel Twitter 30% 20% n = 471 n = 962 For which of the following do you typically use a tablet/smartphone ? 3 © 2013 Adobe Systems Incorporated. All rights reserved.
  • 4. Tablet Shoppers Don’t Just Browse, They Buy Tablet shoppers are more likely to Smartphone shoppers purchase products vs. are more likely to use n= 306 Tablet shopper smartphone shoppers their phone for n= 511 Smartphone shopper comparison shopping 68% 64% 55% 52% 50% 51% 50% 47% 46% 46% 38% 37% 36% 37% 28% 25% 24% 18% 19% 16% Browsing Comparing prices Purchasing Comparing Reading product Researching or Searching for Browsing Purchasing music Purchasing products products products reviews reviewing coupons or deals catalogs or video content tickets to events products For which of the following functions do you primarily use a tablet/smartphone when shopping for products/services? Of the roles selected, which one would you say you use a tablet/smartphone for most often? 4 © 2013 Adobe Systems Incorporated. All rights reserved.
  • 5. More Than Half of Shoppers Expect to Make a Purchase on a Retail App in the Next Year, 15% More Than Have Used Apps in the Past 3 Months LIKELY TO EXTREMELY LIKELY (7-10) LIKELY TO EXTREMELY LIKELY (7-10) 69% 59% 56% 60% 30% 22% 18% 18% Purchase items using an app on a Purchase items using a tablet Purchase items using an app on a Purchase items using a tablet browser smartphone smartphone browser n= 306 Tablet shopper n= 511 Smartphone shopper n= 697 Tablet non-shopper n= 492 Smartphone non-shopper 5 © 2013 Adobe Systems Incorporated. All rights reserved.
  • 6. 1 in 4 Consumers Who Didn’t Shop on Their Mobile Device in 2012 Plans Increased Usage of Apps for Shopping in 2013 TABLET SMARTPHONE LIKELY TO EXTREMELY LIKELY (7-10) LIKELY TO EXTREMELY LIKELY (7-10) Tablet shopper 60% Smartphone shopper 57% Tablet non-shopper Smartphone non-shopper 25% 27% n= 306 Tablet shopper n= 511 Smartphone shopper n= 697 Tablet non-shopper n= 492 Smartphone non-shopper How likely are you to increase your usage of apps on a tablet for shopping for products & services over the next year? How likely are you to increase your usage of apps on a smartphone for shopping for products & services over the next year? 6 © 2013 Adobe Systems Incorporated. All rights reserved.
  • 7. Shoppers Gravitate to Apps from Their Favorite Stores and Strengthen Brand Affinity With Use Tablet shopper Smartphone shopper I typically download a shopping app after already being exposed to the brand 70% 68% I only use shopping apps for my favorite stores 67% 67% Using shopping apps strengthens my connections to the brand 38% 42% Typically after using a shopping app I become more favorable toward the brand 37% 37% I typically download a shopping app to become familiar with a new brand 21% 21% How important is the retailer brand in your decision to use the app? IMPORTANT TO VERY IMPORTANT(8-10) 57% 54% 44% 42% n= 306 Tablet shopper n= 511 Smartphone shopper n= 697 Tablet non-shopper n= 492 Smartphone non-shopper Please tell me the extent you agree or disagree with the following statements? How important is the retailer brand in your decision to use the app? 7 © 2013 Adobe Systems Incorporated. All rights reserved.
  • 8. Friends and Social Media Influence Mobile Shopping, Retailer Communications Also Affect Purchases TOTAL INFLUENCE (A GREAT DEAL/ A LOT/ SOME) 88% 87% Friends Friends 79% 77% 71% 69% Emails from companies Emails from companies 61% 59% 68% 67% Online ads Online ads 56% 52% Online videos 58% Facebook 54% 44% 38% 52% 53% Facebook Online videos 44% 43% 38% 35% Other social media Other social media 26% 25% 33% n= 306 Tablet shopper 29% Pinterest n= 697 Tablet non-shopper Pinterest 21% 20% n= 511 Smartphone shopper 27% 25% Twitter n= 492 Smartphone non-shopper Twitter 18% 16% To what extent do the following have an influence on what you buy online using a smartphone or tablet? 8 © 2013 Adobe Systems Incorporated. All rights reserved.
  • 9. Consumers Share Opinions of Apps In-Person and on Social Media, Find Out About New Apps Online How do you share app opinions? Where do you find out about new apps? 53% In-Person 42% App Store 21% Facebook 37% Friends 19% Email 32% Website of the company sponsoring the app 25% Facebook n=1,003 22% Physical Store How do you typically share your opinions of new apps with others? Where do you typically find out about new shopping apps? 9 © 2013 Adobe Systems Incorporated. All rights reserved.
  • 10. Shoppers Value Function and Experience, But Smartphone and Tablet Users Have Different Priorities What characteristics are most important for a shopping apps? IMPORTANT TO VERY IMPORTANT (7-10) Tablet App Smartphone App 52% Money saving offers when using apps 67% Money saving offers when using apps 49% Images and slideshows of the product 60% Ability to locate physical stores at different angles 58% Ability to purchase directly from app 48% Ability to purchase directly from the app vs. using the browser vs. using the browser 57% Support for couponing 47% Support for loyalty programs 56% Support for loyalty programs 47% Support for couponing Which of the following characteristics do you feel are most important for a shopping app to have? How important are the following characteristics to you when using a shopping app on a tablet/smartphone? 10 © 2013 Adobe Systems Incorporated. All rights reserved.
  • 11. Summary of Key Findings 1.  Tablet users (55%) are more likely than smartphone 6.  The most influence over mobile purchasing decisions users (28%) to use their device to purchase products comes from and services –  Friends – smartphone (87%); tablet (88%) 2.  56% of smartphone shoppers and 60% of tablet –  Emails from company – smartphone (69%); shoppers are likely to make a purchase using an app in tablet (71%) the next year –  Online ads – smartphone (67%); tablet (68%) –  Facebook – smartphone (54%); tablet (52%) 3.  45% of tablet shoppers and 49% of smartphone shoppers are interested in using apps to replace 7.  Shoppers share their opinions of new apps via purchasing products in a mobile browser –  Facebook (21%) 4.  1 in 4 people who don’t shop on mobile devices intend –  Email (19%) to use mobile apps to shop in 2013 - 27% smartphone –  In-person (53%) and 25% tablet 8.  Tablet shoppers most value money saving offers (52%), 5.  67% of tablet and smartphone shoppers only use apps interactive images and slideshows (49%), and the ability from their favorite stores; App interactions strengthen to purchase from an app instead of a browser (48%); connection to the brand – 38% tablet shoppers and smartphone shoppers most value money saving offers 42% smartphone shoppers (67%), the ability to locate physical stores through an app (60%), and the ability to purchase from an app instead of a browser (58%) 11 © 2013 Adobe Systems Incorporated. All rights reserved.