Men and women display different patterns of smartphone shopping behavior while in a retail store, with women more likely to engage in a variety of social activities, according to [download page] a February 2012 report from comScore. Looking at the 3-month average ending in December 2011, comScore found that women were 22% more likely than men to take a product picture (24% vs. 19.7%), 38.4% more likely to send those pictures to friends or family (20.2% vs. 16.2%), and 18.6% more likely to text or call family or friends about a specific product (22.3% vs. 18.8%).
By contrast, men were more likely to use their smartphone to find information: they were 26% more likely than women to scan a product barcode (20.4% vs. 16.2%), 41% more likely to compare product prices (14.1% vs. 10%), and 51.4% more likely to research product features (10.9% vs. 7.2%).
February data from Nielsen also shows smartphone owners using their devices for a number of shopping activities. According to Nielsen’s report, in Q3 2011, 38% of smartphone owners used their device to compare prices online while shopping in a store, matched by the proportion who used their device to browse products through websites or applications. Other popular activities included reading online reviews of products (32%), searching for/using online coupons (24%), purchasing products (22%), scanning a barcode for price/product information (22%), using location-based services to find a retail location (18%), and placing a bid through an online auction (15%).
Although Nielsen found that only 9% of smartphone shoppers have used their device to pay at the register, the desire to do so is apparent: 71% of application downloaders said they would be interested in an app that allows them to use their device as a credit card. iPhone users (75%) were more interested in this option than Android users (67%), with almost 2 in 5 iPhone users saying they would be either very interested (21%) or extremely interested (18%) in an app with that ability.
Meanwhile, data from comScore’s “2012 Mobile Future in Focus” indicates that US smartphone owners are more likely than their counterparts in a variety of other countries to have scanned a QR code. For the 3-month average ending in December 2011, 20.3% of US smartphone owners reported having scanned a QR code, ahead of device owners in Canada (16.1%) and Germany (15.6%). France (12.6%), the UK (12.3%), and Spain (11.9%) followed, while just 1 in 10 smartphone owners in Italy reported having scanned a QR code.
Of the US smartphone owners that scanned a QR code, the most popular source of scanning was product packaging (by 42% of the scanning population), while the most popular location for scanning was at home (by 57% of scanners). The most popular result was receiving product information, with 73.3% of the scanning audience directed to this information. 32.2% of scanners received a coupon or offer, while about one-quarter received event information. Other results included charity/cause information (12.7%) and application download (10.9%).
These results roughly align with the reasons consumers give for scanning QR codes: according to a survey released in January 2012 by Chadwick Martin Bailey, among consumers who have scanned a QR code, the top reason for doing so was curiosity (46%), followed by getting more information (41%). 18% scanned a QR code to take advantage of a discount, coupon, or free gift, slightly ahead of the proportion who did so to gain access to exclusive content (16%). Interestingly, although 18% of QR code scanners made a purchase after their scan, just 6% cited buying something as the reason for scanning.
Topics: Analytics & Automated, Connected Device Comparisons, Data-driven, Europe, Global & Regional, Men, Mobile Phone, Online, Promotions, Coupons & Co-op, Retail & E-Commerce, Social Media, Technology, Telecom, Women
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