Infographic: Are you an M-Shopper? Understanding how they use smartphones in the store.

1. Center on Global Brand Leadership
www.gsb.columbia.edu/globalbrands www.aimia.com
NOT ALL M-SHOPPERS ARE THE SAME
Everyone standing in a store aisle holding a smartphone isn’t using it to “showroom” — i.e. compare product prices to
grab the best deal online. Discover the five unique types of mobile-assisted shoppers (M-Shoppers)…
Exploiters 6.1% “Premeditated about lower prices”
Savvys 12.6% “Calculating, but persuadable”
Price-Sensitives 19.4% “Don’t plan, but always opt for deals”
Traditionalists 30.2% “Prefer the in-store shopping experience”
Experience-Seekers 31.7% “Value the best experience, not just price”
will showroom for
free shipping
have scanned a QR or
bar code in-store
more likely than other
M-Shoppers to contribute
an idea to the store
Download the full Showrooming and the Rise of the Mobile-Assisted Shopper report — which surveyed 3,000
leading-edge consumers in the US, UK, and Canada — to learn more about these M-Shoppers and the strategies that can
keep smartphone-wielding shoppers purchasing products from your store: http://j.mp/Mshoppers
more likely than other
M-Shoppers to showroom
because of online
loyalty rewards
more likely than other
M-Shoppers to compare
prices in-store
can be swayed to
purchase in-store with
a price-matching offer
can be swayed to
purchase in-store with
a reward points offer
are motivated to
purchase in-store by
exclusive store events
have not showroomed
in the past 12 months
more likely than other
M-Shoppers to prefer
shopping locally
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THE NEW M-SHOPPERS:
UNDERSTANDING HOW THEY USE
SMARTPHONES IN THE STORE
$ $
of today’s consumers
use mobile devices in
stores to assist their
shopping experience
of M-Shoppers are more
likely to buy a product
in the store when they
find online reviews on
their smartphone
of M-Shoppers are more likely
to purchase products in-store
despite equal or cheaper prices
online when they are a loyalty
program member
21% 48%60%
WHO ARE
M-SHOPPERS?
WHAT ARE
THEY SEEKING?
DO LOYALTY
PROGRAMS MATTER?
58%1.7x
45%1.3x
76% 68%
1.2x43%
100% 1.8x
of M-Shoppers are
over 29 years of age
of M-Shoppers regularly
seek online information
in stores for products
under $50
of M-Shoppers will join loyalty
programs to receive special
offers on their mobile device
74% 55%36%