The age distribution of mobile barcode scanners continues to trend away from younger groups: 59% of scanners were younger than 35 in Q1 2012, whereas in Q1 2014 just 37% were.
While only 31% of marketers and agencies ran campaigns or promotions directed at mobile users last year, a slight majority 52% plan to run campaigns specific to mobile users this year.
Black LGBT internet users showed a heavy preference toward Facebook actions compared with other digital activities, with the majority having Liked a business on Facebook.
Mobile shopping apps were the most helpful, used by 27% and cited by 40% as useful for CPG shopping.
US shoppers were most likely to use smartphones in 2014 for coupons and to see weekly sales.
Product reviews were the leading digital tool that influenced US internet users to shop at a specific retailer (39%).
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.
Retailers are lagging in bridging online and offline customer experiences.
Retailers’ primary mobile efforts this year will focus around the comparatively unsexy channels of text messaging and mobile coupons.
During Q3, 34% of mobile barcode scanners were in the 45-54 (19%) or 55+ (15%) age groups.