Key Findings of a Consumer Survey Focusing on Technology and Its Impact

Blackhawk Engagement Solutions surveyed approximately 2,500 people to examine how they pre-shop, filter information, their path-to-purchase influencers, and how marketers can impact these paths. Blackhawk’s GVP of Marketing, Rodney Mason said, “Today, the key to winning at retail is keeping up with your customers. By charting where shoppers are landing as they explore new shopping territories, retail marketers can position their businesses in front of the competition and closer to targeted and underserved customers.”

The main trends from the survey are:

• 71% of people use a smartphone daily. Internet shopping and TV watching are positively correlated.
• 19% will purchase a competitor’s product on their smartphone while in a store. 38% of people compare prices using Amazon, Google, and retail websites.
• 63% would allow retailers to send offers to their smartphone and 59% would allow retailers to know their personal location and identity for financial savings.
• Financial savings are the main reason people follow brands on social media. 89% of people that follow brands want special offers.
• The main digital promotion media is email.
• A price difference of 10% makes online sales more favourable. Most people prefer to purchase items at a physical location that price matches.
• Mobile wallets are increasing in popularity. 54% of people would use a mobile wallet versus a traditional wallet if a mobile wallet was wides accepted.

Blackhawk’s full report may be found here.

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