Shoppers with high mobile capacity are more likely to give and seek advice on purchases.
Worthington, OH (PRWEB) March 01, 2012
According to the new Mobile Aptitude Score from BIGinsight™, Nordstrom Shoppers (119.9) have the highest mobile capacity among shoppers profiled, followed by Macy’s (116.4) and Dillard’s (113.4). Among those profiled for this analysis, TJ Maxx and Amazon shoppers also placed above average with scores of 110.9 and 110.3, respectively. This unique index considers mobile ownership, usage (including apps and QR code readers), influence to purchase, frequency of mobile Internet access and is compared to that of the general population. The score provides marketers with a better understanding of shoppers’ propensity towards mobile media.
Mobile Aptitude Score for Shoppers* from Select Retailers:
Shoppers Score
Nordstrom 119.9
Macy's 116.4
Dillard's 113.4
TJ Maxx 110.9
Amazon 110.3
Target 106.7
---------------------------------------
Walmart 90.8
Sears 89.8
Kohl's 89.8
JCPenney 84.5
Source: Media Behaviors and Influence Study™, DEC-2011
*Shoppers are defined as those who indicate through an unaided, write-in question that they shop that particular retailer most often for at least one merchandise category.
To be read as: Score of 100 is flat to general population; Score of 105 indicates score is 5% higher than the general population
“Mobile Aptitude Scores are key when devising a marketing strategy to both retain current customers and attract new ones,” said Pam Goodfellow, Consumer Insights Director, BIGinsight™. “These findings highlight the shoppers who are more apt to respond to mobile media likely because they have both the means and the motivation.”
Although the top spots are held by department store shoppers, those who shop the store format most often aren’t necessarily more adept with their mobile devices. JCPenney, Kohl’s and Sears Shoppers all index below the general population. This divide indicates that mobile aptitude is not driven by store type, but by shopper demographics and behavior.
Looking at the shoppers with a higher Mobile Aptitude Score, we find that they tend to have higher incomes, are more likely to give and seek advice about products/services they have purchased and search online for clothing and shoes. Generally speaking, they are more likely to download apps, use retailer apps and read QR code readers. These tendencies are apparent when comparing Nordstrom Shoppers (those with the highest score) to JCPenney Shoppers (lowest score).
Nordstrom Shoppers
Regularly seek advice 22.0%
Regularly give advice 36.0%
Search online regularly 38.5%
for clothing/shoes
Download apps 75.2%
Use retailer apps 46.1%
Have QR Code reader 49.3%
JCPenney Shoppers
Regularly seek advice 19.5%
Regularly give advice 27.8%
Search online regularly 28.5%
for clothing/shoes
Download apps 55.4%
Use retailer apps 27.5%
Have QR Code reader 44.1%
Source: Media Behaviors and Influence Study™, DEC-2011
Click here for full complimentary report.
Additional retailers are available. For more information, contact info(at)BIGinsight(dot)com.
About the BIGinsight™ Mobile Aptitude Score
The BIGinsight Mobile Aptitude Score was calculated using shoppers’ mobile ownership, usage (including apps and QR code readers), influence on purchases and frequency of mobile Internet access and compared to that of the general population. Responses are from the December 2011 Media Behaviors and Influence Study™, which was conducted 10/26 - 12/30/11, N = 24,578. Margin of error is less than 1% at a 99% confidence level.
About BIGinsight™
BIGinsight delivers executives timely, consumer-centric insights from multiple sources. As a comprehensive resource of information, BIGinsight represents the voice of the consumer and provides knowledge to marketers regarding consumer views on the economy, personal finance, retail, lifestyle, media and domestic and world issues. http://www.BIGinsight.com
###