FORT LEE, N.J., Feb. 3, 2012 /PRNewswire/ -- In research
conducted by Perception Research Services International (PRS),
ownership of smart phones is rapidly approaching levels of
traditional mobile phones (36% vs 53%), and most smart phone owners
(83%) use them while shopping. Interestingly, they're not being
used solely for big ticket items such as appliances (39%) and
electronics (59%), but also for everyday items such as Groceries
(49%).
This research further indicates that smart phone owners, who use
their phones while shopping, most often utilize them during the
decision making process (comparing prices, gathering product
information, searching for sales/coupons or reading
reviews/opinions), and about one-third make actual purchases with
their phones.
Importantly, Hispanics and African-Americans are more apt than
Caucasians to use their Smart phones while shopping. Smart
phone owners, who use their phones to shop, tend to be under 35
years old, are employed full-time and are better educated than the
average consumer.
"Marketers would do well to ensure that they understand the role
of smart phones and digital content – relative to packaging
and POS materials – in the shopping process within their
categories. They need to ensure that all their communications
are complementing each other and working together," comments
Jonathan Asher, Executive Vice
President at PRS. "And retailers should now consider how they
set their shelves and create merchandising that is "smart
phone-friendly."
This research was conducted in May
2011 among 1,500 consumers drawn from a nationally
representative online sample of adults aged 18 or older who are
responsible for at least half of household shopping.
About PRS
Founded in 1972 and headquartered in Fort Lee, New Jersey, Perception Research
Services International (PRS) specializes in shopper research to
develop, assess and improve in-store communications, including
packaging and merchandising systems. PRS conducts over 800
studies annually on behalf of marketers, designers and
manufacturers, including: qualitative research, on-shelf packaging
assessments, in-store, online and with PRS
Eye-Tracking. With office locations throughout
the United States, Europe and Singapore, our global reach helps clients win
at retail the world over. For more information visit www.prsresearch.com
Media Contact: Ana
Sandoval, 201-720-2719, Ana.Sandoval@prsresearch.com
SOURCE Perception Research Services International