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'Super Buyers' Shop via Online, Mobile, and Offline Channels

August 15, 2012

Although "Super Buyers" are highly connected and mobile-savvy, they tend to mix and match their shopping with online and offline methods to find just what they want, according to a report by Forrester Research.

In its report titled the "North American Technographics Consumer Deep Dive: Investigating The Customer Life Cycle," Forrester outlines three categories of American shoppers: Super Buyers, Connected Traditionalists, and Traditionalists:

  1. Super Buyers constitute 17% of online adults in the US. They tend to be early adopters of technology, and 63% are male.
  2. Connected Traditionalists make up 25% of online adults and skew female (53%).
  3. Traditionalists constitute the majority of online adults (59%), and also skew female (56%).

Below, other findings from Forrester Research.

Interestingly, though Super Buyers are far more likely than other online adults to shop from new channels such as mobile, tablet, and Internet-connected TV, they also use traditional shopping channels such as print catalogs and infomercials on TV.

For example, 40% of Super Buyers say they're likely to shop via mobile device over the next three to six months, compared with only 13% of Connected Traditionalists who say the same. Meanwhile, 34% of Super Buyers say they're also likely to shop via TV (shopping channel or infomercial), compared with only 4% of Connected Traditionalists:

Clearly, for many consumers, the shopping experience has moved beyond a single in-store or digital experience, to an experience involving multiple channels.

About the data: For the North American Technographics Consumer Deep Dive: Investigating The Customer Life Cycle (Buy Phase) Survey, Q1 2012 (US), Forrester conducted an online survey fielded in March 2012 of 4,501 US adults age 18-88.

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  • by Rishi Wed Aug 15, 2012 via web

    I also wanted to add that it's interesting how desktop/laptop still remains the primary shopping device going forward. Meanwhile, marketers are optimizing their websites, making them more mobile and tablet friendly. In the end, it comes to this: tablets are for passive shopping (browsing), cell phones are for urgent shopping/browsing (when no computer is around), and computers are where a majority of purchases are completed. Of course there will be a change going forward, but for now, optimizing your user experience will go a long way. Check out our mobile marketing cheat sheets at

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