SOURCE: RadiumOne

RadiumOne

September 11, 2014 12:24 ET

Consumers Give Mobile an "A" for Back-to-School Shopping Using It as Their In-Store and Social Go-To for Deals, Coupons & Sharing According to RadiumOne Survey

83% of Consumers Use Mobile While Shopping and One-Third Share Deals via Their Device

SAN FRANCISCO, CA--(Marketwired - Sep 11, 2014) -  RadiumOne, the intelligent advertising software company, today released new insights from its first annual Back-to-School survey. The results revealed purchasing and social sharing patterns for the 2014 back-to-school shopping season based on responses from 1,079 US shoppers. RadiumOne's survey found that 83% of respondents use a mobile device while back-to-school shopping to receive coupons (37%), read product reviews/research products (25%), redeem coupons (25%), manage shopping lists (23%) and purchase items (22%). While shopping, 33% actively share deals via a mobile device opting for Facebook as their sharing platform of choice (81%), followed by email (47%), text (43%) and Twitter (18%). RadiumOne's back-to-school infographic can be found here.

In addition to the growing number of consumers utilizing a mobile device for back-to-school shopping, 25% will use a mobile app while shopping in-store to compare prices, further solidifying the importance of geo-local targeting to encourage purchase decisions. When it comes to influencing purchase decisions, most back-to-school shoppers care about percentage-off sales (74%), followed by promotions like buy-one, get-one (55%), free shipping (40%) and one-day sales (31%). The results of RadiumOne's survey are consistent with a recent eMarketer report which estimates that 59.2 million adult smartphone users in the US will use their phones to redeem a mobile coupon for online or offline shopping in 2014 -- a year-over-year rise of 37.5%. 

The following findings from RadiumOne's Back-to-School survey reveal a unique opportunity for brands to engage with customers:

  • 1 in 4 (27%) will share pictures or videos of their new back-to-school purchases via their social networks.
  • Among those that will share pictures/videos of their back-to-school purchases, Facebook, Instagram and Twitter ranked the highest in popularity and SnapChat, WhatsApp and Vine ranked the lowest.
  • Most shoppers (87%) said that they would shop in-store, while over 1 in 3 (37%) will shop online.
  • Among those who will be buying gadgets or consumer electronics, Laptops will be the most sought after electronic product.

RadiumOne's full Back-to-School survey report is available upon request.

NOTE: Totals add to more than 100% due to multiple answers.

About RadiumOne
RadiumOne builds software that automates media buying, making big data actionable for digital marketers. RadiumOne uses programmatic advertising to connect brands to their next customers by incorporating valuable proprietary data about behaviors, actions and interests demonstrated by consumers across web and mobile touch points. Using these insights and intelligence, RadiumOne helps marketers activate customer engagement in real-time with relevant and personalized offers, messages, content and ads across devices, locations and screens. Based in San Francisco, RadiumOne has offices across the US, Europe and Australia. To learn more about RadiumOne, please visit http://radiumone.com.

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