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Moms Prefer Digital Shopping Over In-Store

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Digital usage and ecommerce increase when women
become moms.

Describe almost any mother of small children and one word comes to mind:
busy.

Two recent studies verify this truism by showing that women spend less time with media outlets such as TV and magazines—but more time online—after becoming a mom. An Eric Mower and Associates survey, for example, found…

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Filed under eCommerce, Mobile
Jan 4, 2012

Tablets and Smartphones Used for Shopping InStore

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checking off items on their shopping lists more than ever before. Thanks in part to the growth of tablet device ownership among US households, consumers are using mobile devices for product research, online shopping and to help make decisions while in brick-and-mortar stores. According to a Google holiday shopping study conducted by Ipsos OTX, 77% of tablet owners plan to use them this holiday season for shopping.

The Google study indicates that tablet owners…

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Filed under eCommerce, Mobile
Jan 4, 2012

The Purchase Path of Online Buyers

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Successfully reaching online shoppers during the critical holiday season is crucial to the Q4 success of
eCommerce businesses. Forrester collaborated with the eCommerce service provider GSI Commerce
to understand how retailers in fact did connect with online buyers. Actual retailer clickstream analysis
from 15 online retailers who are GSI Commerce’s clients showed that traditional forms of web marketing
(e.g., search, marketing) continue to drive online sales while experimental tactics like social continue
to be just that, peripheral tactics that have generated buzz but are rarely associated with revenue. This
retailer data also showed that some tactics like display advertising may be underrepresented as they are
earlier in the purchase funnel. While this data highlights findings from the holiday season of 2010, it is a
useful illustration of how retail eBusiness executives can accommodate those findings in their customer
acquisition and retention programs throughout the year.

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Jan 4, 2012