Consumers merge in-store and online shopping
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 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.Full report available on the following link.