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Consumers merge in-store and online shopping

Consumers merge in-store and online shopping 
STOCKHOLM, SWEDEN -- (Marketwire) -- 11/21/12 --  
* In-store and online shopping behaviors are merging to create a
phenomenon 
best described as in-line shopping 
* 39 percent of smartphone owners in the US use their phones to
make small 
payments, scan product barcodes or download coupons 
* Retailers can benefit from understanding that consumers want to
shop     whenever the mood takes them and to be able to combine the
benefits of in-store and online shopping 
* These and other findings are in the In-Line Shopping consumer
insight report 
written jointly by the Copenhagen Institute for
Futures Studies and Ericsson 
ConsumerLab 
In today's Networked Society, where people constantly shift their
attention between the physical world and the internet - often almost
unconsciously - it
will soon become meaningless to talk about online
and offline as two separate
realities. People are increasingly
connected to the internet around the clock - nearly 40 percent of
smartphone owners worldwide now go online before even getting out of
bed - and the explosive increase in the use of mobile apps is
also
impacting on shopping behavior. 
This is the status quo described in the In-Line Shopping consumer
insight report, jointly written by the Copenhagen Institute for
Futures Studies and Ericsson (NASDAQ: ERIC) ConsumerLab. The report,
which draws on data gathered in the US during 2012, reveals that
smartphones already play an integral role in
the shopping experience.
Four out of 10 US smartphone owners use their phones to make small
payments, scan product barcodes or download coupons. 
The report identifies a phenomenon best described as "in-line
shopping" that has emerged as a result of shoppers' desire to combine
the best aspects of in-store
and online shopping. In other words,
shoppers want to be able to see, touch and
try products, make price
comparisons and access extended product information
without having to
wait in line to make a purchase. 
Michael Bjoern, Head of Research at Ericsson ConsumerLab, says:
"Consumers are making shopping part of the natural flow of their
everyday lives. As a result,
they want apps that make the shopping
experience convenient and hassle-free.
Just as people want anytime
,
anywhere internet access, they also want to be able
to shop as soon
as the need arises. Retailers need to understand and meet this
need
if they want to be successful in the coming years." 
Overall, smartphone users are more interested in online shopping than
non-smartphone users. Across eight of 12 product categories analyzed,
consumers
prefer a combination of in-store and online shopping rather
than online shopping
alone. 
NOTES TO EDITORS 
In-Line Shopping consumer insight report -
www.ericsson.com/res/docs/2012/consumerlab/in-line-shopping.pdf 
All ConsumerLab reports can be found at www.ericsson.com/consumerlab 
Download high-resolution photos and broadcast-quality video at
www.ericsson.com/press 
Ericsson is the world's leading provider of communications technology
and services. We are enabling the Networked Society with efficient
real-time solutions that allow us all to study, work and live our
lives more freely, in
sustainable societies around the world. 
Our offering comprises services, software and infrastructure within
Information
and Communications Technology for telecom operators and
other industries. Today
more than 40 percent of the world's mobile
traffic goes through Ericsson networks and we support customers'
networks servicing more than 2.5 billion subscribers. 
We operate in 180 countries and employ more than 100,000 people.
Founded in 1876, Ericsson is headquartered in Stockholm, Sweden. In
2011 the company's net
sales were SEK 226.9 billion (USD 35.0
billion). Ericsson is listed on NASDAQ
OMX, Stockholm and NASDAQ, New
York stock
exchanges. 
www.ericsson.com 
www.twitter.com/ericssonpress 
www.facebook.com/technologyforgood 
www.youtube.com/ericssonpress 
Figure 4: http://hugin.info/1061/R/1659656/537324.jpg 
Figure 1: http://hugin.info/1061/R/1659656/537321.jpg 
Figure 6: http://hugin.info/1061/R/1659656/537328.jpg 
Consumers merge in-store and online shopping:
http://hugin.info/1061/R/1659656/537320.pdf 
Figure 2: http://hugin.info/1061/R/1659656/537322.jpg 
Figure 3: http://hugin.info/1061/R/1659656/537323.jpg 
Figure 5: http://hugin.info/1061/R/1659656/537325.jpg 
Figure 6: http://hugin.info/1061/R/1659656/537326.jpg 
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that: 
(i) the releases contained herein are protected by copyright and    
other applicable laws; and 
(ii) they are solely responsible for the content, accuracy and     
originality of the information contained therein. 
Source: Ericsson via Thomson Reuters ONE 
[HUG#1659656] 
FOR FURTHER INFORMATION, PLEASE CONTACT
Ericsson Corporate Public & Media Relations
Phone: +46 10 719 69 92
E-mail: media.relations@ericsson.com 
Ericsson Investor Relations
Phone: +46 10 719 00 00
E-mail: investor.relations@ericsson.com
 
 
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