Passport Survey explores the omnichannel retailing habits of hyperconnected consumers as they switch between various tech devices and in-store channels while shopping. Results are based on responses to Euromonitor’s Hyperconnectivity survey, fielded in 2014, which includes 8,100 online consumers ranging in age from 15 to 65+ and living in 16 major markets.
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Tech-savvy consumers now use multiple devices when shopping; the rise of mobile internet access and spread of consumer electronics has spawned a new consumer segment: hyper-connected consumers.
The always-connected shopper relies heavily on internet resources when deciding what and when to buy. On-line access via the phone, tablet or laptop gives access a vast information bank from experts, retailers and other consumers.
Hyperconnected consumers are a critical target for retailers and brands looking ahead.
While technology usage still varies greatly across geographies and demographics, there is no doubt that shopping is becoming more digital.
Companies crafting their digital strategy should look to hyperconnected consumers for insights into how their customers will want to interact with them in the future, whether in physical stores, online, or via mobile.