2013-01-14 07:11:05 - The study offers valuable insights to brands, retailers and mobile developers, including: shoppers’ unmet needs, best practices for developing mobile retail destinations, and desirable future shopping experiences.

British Columbia - A new innovation study by Latitude, Next-Gen Retail: Mobile & Beyond, finds that smartphones and tablets aren’t just making shopping more convenient and real-time; they’re fundamentally changing how people think about shopping and, by extension, their everyday lives. The research reveals that mobile shopping makes people feel more relaxed, productive and informed, as well as more open-minded and receptive to discovering new things.

This multi-phase innovation study included a survey of 909 smartphone owners, ages 20-59, from the U.S. and the U.K. Sixty-five percent also owned tablets, making them “dual owners.” The survey assessed shoppers’ mindsets, motivations, current behaviors and unmet needs around both online and physical retail. Alongside the survey, Latitude also conducted a separate generative, online

activity to collect participants’ “future requests” for new ways to enhance their shopping experiences, both online and in-store.



“What’s exciting about mobile is that it allows people to make transactions without being in a transactional mindset. You can be out with friends, watching TV, or cooking in your kitchen and suddenly you have access to making a transaction in a way you didn’t before,” says Neela Sakaria, EVP of Latitude. “Surprisingly, we found that many people prefer using their mobile devices for shopping even while at home. This means mobile isn’t just about ‘on-the-go’ convenience when it comes to shopping—which opens up some interesting possibilities for retailers to reach people in new, and perhaps more engaging, ways.”