News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Research: 96% of shoppers use at least one digital retail tool
A new study released by integrated marketing agency Ryan Partnership reveals that 96% of today's shoppers use at least one digital retail tool in their shopping process, with different tools used to achieve different goals.
Most of today's shoppers use a digital tool of some sort to aid in the planning and purchase of items. It's not just the bargain hunters and cost-conscious who use digital today, says Kim Finnerty, Ryan Partnership's VP of consumer and shopper insights. "Today, such behavior is virtually ubiquitous", he said.
In fact, according to Ryan Partnership's latest research, "A Tectonic Shift in Shopping Behavior: Ryan Digital Retail Study 2012", 96% of the 8,000 primary household shoppers surveyed said they had used at least one digital shopping tool, with most using more than one.
The most-used tools were:
64% - store websites;
61% - downloadable coupons;
53% - retailer emails;
51% - search engines;
49% - brand websites.
Other digital shopping tools cited by respondents included branded social media, mobile coupons, daily deals and shopping apps.
Of particular interest are the findings surrounding the use of different digital retail tools for different shopping purposes. New brand and product trial was driven by social media from retailers whereas mobile text messages from retailers, and brands, were most likely to influence a consumer's decision of where to shop.
"Two years ago, early adopters were the only consumer segment using shopping apps and following retailers' updates on social media. Now, the vast majority of consumers are weaving these digital tools into their path to purchase," says Finnerty.
"This formative shift in shopping behavior provides a key learning for brands and retailers -- those that successfully harness the power of these tools across the entire path to purchase stand to win at shelf and beyond."
- Elance: Remote hiring sees 60% jump
- Engajer integrates to LinkedIn
- JiWire: Mobile engaging travel consumers
- Drama, inane ramblings and parents turn teens off Facebook
- Survey: UK consumers re-think loyalty to brands
- PPA: Digital magazines boost demand for print editions
- Tapjoy: Ad engagements preferred by mobiles
- European silver surfers' media consumption moving online
Featured White Papers
- Learn How to Increase Traffic, Leads and Sales By Reaching More Than 11 million people on Pinterest
Pinterest isn't just another social media network. What appears to be the fastest-growing social media site ever has become a...
- Improving ROI with Marketing Optimization
The requirement to juggle multiple constraints and considerations is an inescapable part of the marketing equation. Marketing executives need a...
- Top 10 Online Brand Protection Strategies for 2013
Whether stealing web traffic, pirating digital content or selling counterfeit goods, online scammers are sure to continue highjacking brands for...
- Get Serious About Email Marketing
Small business success starts with a solid email foundation. If you're a small business with limited resources, you need an...