Tapping Into the Connected Consumer: DigitasLBi

By Alex Spencer

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Jim Herbert, founding director of DigitasLBi’s eCommerce arm Sceneric, takes a look at how consumers worldwide are using mobile technologies to research and buy products.

It comes as little surprise that today’s digitally empowered consumers are using multi-platform devices – especially mobile – to decide where, when and how they shop. But as research undertaken by DigitasLBi reveals, the shopping process is changing, with smartphones increasingly dominating every stage of the consumer journey.

Findings from the DigitasLBi Connected Commerce study – which surveyed consumers in Belgium, China, Denmark, France, Germany, Italy, the Netherlands, Singapore, Spain and Sweden, the UK and US – make for interesting reading. From revealing how smartphone usage is changing the way people shop to indicating clear divergences in the shopping habits of consumers in different countries.

How people shop
Today’s connected shoppers are heavily engaged in ROPO (Research Online, Purchase Offline) shopping behaviours and the number of technologies consumers use in the shopping process has diversified. At home, they’re using a variety of means to browse the internet at the shopping research phase – desktop and laptop PCs, tablets, smartphones and smart TVs – and will search for the same information across all devices.

But mobile increasingly dominates the shopping …read more

Source:: Mobile App News