Study ties store preference to mobile usage


Some people get a lot of use out of their smartphone or similar mobile device; others not so much. The researchers at BIGinsight have found that some shopping venues are popular with strong mobile users, while others appeal to their opposites. Nordstrom gets the highest Mobile Aptitude Score, JCPenney the lowest.

A score of 100 represents a consumer who is a dead-on average user of mobile devices, which is measured by ownership, usage pattern, application use, influence on purchasing and frequency of mobile internet visits.

Here is how the major retail outlets measured by BIGinsight fared:
* Nordstrom: 119.9
* Macy’s: 116.4
* Dillard’s: 113.4
* TJ Maxx: 110.9
* Amazon: 110.3
* Target: 106.7
* Walmart: 90.8
* Sears: 89.8
* Kohl’s:  89.8
* JCPenney: 84.5
Source: Media Behaviors and Influence Study™, DEC-2011

“Mobile Aptitude Scores are key when devising a marketing strategy to both retain current customers and attract new ones,” said Pam Goodfellow, Consumer Insights Director, BIGinsight™. “These findings highlight the shoppers who are more apt to respond to mobile media likely because they have both the means and the motivation.”

Here is BIGinsight’s takeaway from the results: “Looking at the shoppers with a higher Mobile Aptitude Score, we find that they tend to have higher incomes, are more likely to give and seek advice about products/services they have purchased and search online for clothing and shoes.  Generally speaking, they are more likely to download apps, use retailer apps and read QR code readers. These tendencies are apparent when comparing Nordstrom Shoppers (those with the highest score) to JCPenney Shoppers (lowest score).”

RBR-TVBR observation: Use this when pitching clients – it they have a high MAS, recommend they include digital access info in their broadcast message; if the MAS is low, urge them not to waste their money on digital advertising their target customers won’t see, and spend it all with your station.