Ryan Partnership – an Epsilon brand – has released a study 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. Read the rest at MarketingCharts.