SOURCE: Compete


April 12, 2011 13:35 ET

Mobile Devices Bridge the Gap Between Online and Offline Shopping

Compete Online Shopper Intelligence Study Tracks Cross-Channel Behaviors

BOSTON, MA--(Marketwire - Apr 12, 2011) - Compete, a Kantar Media company, today released the findings of its quarterly Online Shopper Intelligence Study that tracks cross-channel shopping behavior; it shows how mobile devices are bridging the gap between online and offline shopping.

Smartphones help consumers shop smarter -- Smartphone owners are increasingly bringing their devices to the store. This finding is corroborated by the most recent Compete Smartphone Intelligence Survey, which showed that 56 percent of smartphone owners used their devices to check the price of an item online and 48 percent looked at consumer-generated reviews. Forty-nine percent have downloaded a shopping app to use while shopping in a store.

The survey also revealed that barcode scanning is rapidly gaining popularity among shoppers. More than half of consumers who have used barcode scanning report they did so to compare prices of the product at other stores. Grocery items were the most frequently scanned product category. Books, DVDs and video games came in a close second.

Buying household items and groceries online still not catching -- Despite consumer comfort with barcode scanning while shopping, actually purchasing household items and groceries online is another story. While the gap is narrowing with some items such as books (45.9 percent online vs. 33.8 percent offline), there is a significant gap when it comes to household essentials (84.9 percent offline vs. 10.9 percent online) and groceries (87.6 percent offline vs. 10.1 percent online).

Online research prior to purchasing still predominates -- Consumers now rely heavily on pre-purchase online research before heading to the store. Today, 70 percent of consumers are "likely" or "very likely" to research a product online before making an in-store purchase.

"We've been following shopping habits for online pure play sites for a while, but now we can see nuanced shopping behavior across multiple channels and how these channels interact," said Debra Arbesman, Compete Senior Associate, Retail and Consumer Products. "The magic comes when we can see how consumers move between online and in store shopping. Marketers can utilize this behavioral knowledge, especially the role of mobile devices, to develop strategies to influence shoppers while they are in the act."

Compete Online Shopper Intelligence™ is an industry-wide research report that explores the attitudes and behaviors of online shoppers to provide marketers with powerful insight into the complete online shopping experience.

The Q4 report was compiled from a survey of 2,871 online purchasers between January 24 and February 8, 2011. For more information about the study, email Debra Arbesman at

About Compete
Compete, a Kantar Media company, helps the world's top brands improve their marketing based on the online behavior of millions of consumers. Leading advertisers, agencies and publishers rely on Compete's products and services to create engaging online experiences and highly profitable advertising campaigns. Compete's online panel -- the largest in the industry -- makes the web as ingrained in marketing as it is in people's lives. Compete is located in Boston, MA, with offices throughout the U.S. For more information, please visit

About Kantar Media
Established in more than 50 countries, Kantar Media helps clients master the world's multimedia momentum through analysis of print, radio, TV, internet, cinema, mobile, social media, and outdoor worldwide. Kantar Media offers a full range of media insights and audience measurement services through its global business sectors -- Intelligence, Audiences, TGI and Custom. Kantar Media companies also include Compete, Cymfony and SRDS. Drawing upon the deepest expertise in the industry, Kantar Media tracks more than 3 million brands and delivers insight to more than 22,000 customers worldwide.

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