Which Digital Shopping Tools Influence Their Users the Most?

RyanPartnership-Digital-Tools-Most-Influence-Users-Dec2013Ryan Partnership – an Epsilon brand – has released a study [download page] examining the awareness and impact among consumers of 16 digital shopping tools. The survey indicates that at least 8 in 10 respondents are aware of traditional tools such as retailer websites (86%), search engines (84%), and printable coupons (81%), with newer tools such as mobile coupons (59%), shopping apps (54%) coming on strong. Usage of the various tools differs greatly from one to the next, as does their influence on users.

In terms of usage, store websites top the list, used by 71% who are aware of them (or 61% of shoppers overall). On the other end of the spectrum, just 14% of shoppers aware of mobile payments (or 6% of shoppers overall) have used them.

While use of these tools obviously varies, it’s important to see how influential they are to their users along the purchase path. The study breaks out 9 different ways in which shoppers can be influenced by digital tools, measuring to what extent each tool influences its users.

The results suggest that (unsurprisingly) each tool has its strengths and weaknesses when it comes to how it impacts its users. Some highlights are listed below:

  • When it comes to buying new products and brands, making more unplanned purchases and spending more than they planned to, daily deal sites, social media, and emails figure prominently among their respective users;
  • Product reviews and brand emails have the most impact on their users when it comes to influencing retailer choices;
  • Product reviews are most likely to make their readers feel like smart shoppers, with shopping applications next on the list;
  • Not surprisingly, coupons (LTC and printable) are most likely to make their users feel that they’re saving money, although brand and retailer emails are also influential in this regard;
  • Retailer websites head the list in terms of making shopping easier and faster for their users; while
  • Shopping apps and social media efforts are the most valued for their users for making them feel that shopping is fun.

The chart above details the top 5 tools for each of the different impact points.

About the Data: The Digital Shopping Tool Impact Study: 2013 presents the results of an online survey fielded in Q2 (April-June) 2013 among 10,337 primary shoppers, a Census-balanced U.S. sample.

Detailed tool questions were only asked of people who claimed to have used the tool in the past year.