STOCKHOLM, SWEDEN--(Marketwire - Nov 21, 2012) -
* In-store and online shopping behaviors are merging to create a
best described as in-line shopping
* 39 percent of smartphone owners in the US use their phones to make
payments, scan product barcodes or download coupons
* Retailers can benefit from understanding that consumers want to shop
whenever the mood takes them and to be able to combine the benefits of
in-store and online shopping
* These and other findings are in the In-Line Shopping consumer insight
written jointly by the Copenhagen Institute for Futures Studies and
In today's Networked Society, where people constantly shift their attention
between the physical world and the internet - often almost unconsciously -
will soon become meaningless to talk about online and offline as two
realities. People are increasingly connected to the internet around the
nearly 40 percent of smartphone owners worldwide now go online before even
getting out of bed - and the explosive increase in the use of mobile apps
also impacting on shopping behavior.
This is the status quo described in the In-Line Shopping consumer insight
report, jointly written by the Copenhagen Institute for Futures Studies and
Ericsson (NASDAQ: ERIC) ConsumerLab. The report, which draws on data
the US during 2012, reveals that smartphones already play an integral role
the shopping experience. Four out of 10 US smartphone owners use their
make small payments, scan product barcodes or download coupons.
The report identifies a phenomenon best described as "in-line shopping"
emerged as a result of shoppers' desire to combine the best aspects of
and online shopping. In other words, shoppers want to be able to see, touch
try products, make price comparisons and access extended product
without having to wait in line to make a purchase.
Michael Björn, Head of Research at Ericsson ConsumerLab, says:
making shopping part of the natural flow of their everyday lives. As a
they want apps that make the shopping experience convenient and
Just as people want anytime, anywhere internet access, they also want to be
to shop as soon as the need arises. Retailers need to understand and meet
need if they want to be successful in the coming years."
Overall, smartphone users are more interested in online shopping than
non-smartphone users. Across eight of 12 product categories analyzed,
prefer a combination of in-store and online shopping rather than online
NOTES TO EDITORS
In-Line Shopping consumer insight report -
All ConsumerLab reports can be found at www.ericsson.com/consumerlab
Download high-resolution photos and broadcast-quality video at
Ericsson is the world's leading provider of communications technology and
services. We are enabling the Networked Society with efficient real-time
solutions that allow us all to study, work and live our lives more freely,
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Our offering comprises services, software and infrastructure within
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more than 40 percent of the world's mobile traffic goes through Ericsson
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We operate in 180 countries and employ more than 100,000 people. Founded in
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Consumers merge in-store and online shopping:
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