New survey explores U.S. consumers’ comfort with technology and its impact on their shopping

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Third report from Mercator Advisory Group’s 2019 Buyer PaymentsInsight Survey focuses on U.S. consumers’ attitudes and shopping behaviors.

One of the exhibits included in this report

It’s not new news that technology has been changing the way consumers shop, but in this report we take a look into how consumers research, shop, and buy through the lens of those who are more technologically savvy and we compare them to those who are not.

Mercator Advisory Group’s latest Primary Data report, Tech Forward Shoppers: A Retailer’s Dream is the based on the company’s 2019 Buyer PaymentsInsight Survey (formerly Customer Merchant Experience Survey). The online survey of 3,000 U.S. adult consumers, which was conducted in March 2019, explores consumers’ merchant experiences as they shop in-store, online, and via mixed channels. The survey was designed with the goal of defining and highlighting consumer expectations for optimal experiences with merchants.

This third report of three on the survey’s findings looks more specifically at the emerging behavior patterns of customers as they shop in-store, online, via mobile. The report’s analysis of the findings offers insights into how consumers shop, how their attitudes toward technology impact their shopping behavior, and how loyalty program membership drives the way they shop.

Peter Reville, Director, Primary Research Services, Mercator Advisory Group, the author of this report comments, “It’s not new news that technology has been changing the way consumers shop, but in this report we take a look into how consumers research, shop, and buy through the lens of those who are more technologically savvy and we compare them to those who are not. We believe that these cutting-edge consumers are a harbinger of the way most consumers will shop in the future.”

Among the findings highlighted in this survey report:

  • Tech forward consumers are active shoppers. Compared to other shoppers they shop at a broader repertoire of merchant verticals.
  • Tech forward shoppers are also more likely than others to participate in merchant loyalty programs.
  • They are more likely to employ their smartphones in the entire shopping experience, not just to pay.
  • Roughly one-half of those who participate in a retailer’s loyalty program report that they visit that retailer more frequently as a result of being a member
  • Similar proportions report spending more at retailers where they have loyalty program memberships.

Subscribers to Mercator Advisory Group’s Buyer PaymentsInsight Survey (formerly Customer Merchant Experience Survey) have access to these reports as well as survey crosstabs, PowerPoint slides of the report exhibits, and the option of requesting custom queries from the survey data.

For more information and media inquiries, please call Mercator Advisory Group's main line: 1-781-419-1700, or send email to media@mercatoradvisorygroup.com.

For free industry news, opinions, research, company information and more, visit us at http://www.PaymentsJournal.com.

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About Mercator Advisory Group
Mercator Advisory Group is the leading independent research and advisory services firm exclusively focused on the payments and banking industries. We deliver pragmatic and timely research and advice designed to help our clients uncover the most lucrative opportunities to maximize revenue growth and contain costs. Our clients range from the world's largest payment issuers, acquirers, processors, merchants and associations to leading technology providers and investors. Mercator Advisory Group is also the publisher of the online payments and banking news and information portal PaymentsJournal.com.

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Karen Yetter
@MercatorAdvisor
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