Report finds consumers want online and in-store shopping combined

Internet connection is widespread

The Copenhagen Institute for Future Studies and Ericsson ConsumerLab have jointly released an In-Line Shopping consumer report (view press release). The report has found that people are increasingly connected to the internet, and nearly 40% of smartphone owners worldwide go online before even getting out of bed. The increase in the use of mobile apps is impacting shopping behaviour. Around 40% of smartphone owners make small payments, scan barcodes and download coupons using their devices.

The report highlights the phenomenon of ‘in-line shopping’ which has emerged as a result of consumers wishing to combine the best aspects of both in-store and online shopping – this means seeing and trialing products, without all the waiting in line.

Michael Bjorn, Head of Research at Ericsson ConsumerLab, said: “Consumers are making shopping part of the natural flow of their everyday lives. As a result, they want apps that make the shopping experience convenient and hassle-free. Just as people want anytime, anywhere internet access, they also want to be able to shop as soon as the need arises. Retailers need to understand and meet this need if they want to be successful in the coming years.”

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