Mobile shoppers are expecting more from retailers according to a new study by Latitude, Next-Gen Retail: Mobile & Beyond. Smartphones and tablets aren’t just making shopping more convenient and real-time; they’re fundamentally changing how people think about shopping. Mobile shopping makes people feel more relaxed, productive and informed, as well as more open-minded and receptive to discovering new things, says the report. State of Mobile Shopping Expectations Next Two YearsMobile Expectation% of Respondents More shopping 63% No change 34 Less 3 Source: Latitude, December 2012 The multi-phase study included smartphone owners, ages 20-59, from the U.S. and the U.K. 65% also owned tablets, making them “dual owners.” Younger generations are leading the charge when it comes to transacting from their mobile devices. Smartphones are selected more often than laptops as a favorite purchasing platform by 20-29 year-olds. Situations Using Mobile Device To Shop or Purchase (% of Group) Mobile OwnershipUse SituationSmartphone owners using smartphoneDual owners using smartphoneDual owners using tablets At home 77% 62% 87% Watching TV 59 60 77 On-the-go 51 66 26 Commuting/traveling 45 68 42 In a store 36 65 21 At work 35 57 32 Source: Latitude, December 2012 Neela Sakaria, EVP of Latitude, says “... many people prefer using their mobile devices for shopping even while at home... mobile isn’t just about ‘on-the-go’ convenience when it comes to shopping... interesting possibilities for retailers to reach people in new, and perhaps more engaging, ways... ” While mobile information needs are highly situation-dependent, more people cite saving time over saving money as one reason to shop via mobile, regardless of income. (U.S. shoppers are more deal driven than those in the U.K.: 78% vs. 61%). Women are significantly more likely than men to go mobile because it eliminates waiting in line and because it’s something they can do while multi-tasking or accomplishing other things. On the other hand, men are attracted to mobile because it streamlines shopping by offering better curated options, which means fewer items to sift through, says the report. The Benefits Of Mobile ShoppingBenefit% of Respondents Saves time 73% Find best deals 69 Do on-the-go 69 Do while multitasking 63 No waiting in line 55 Source: Latitude, December 2012 The perks of mobile shopping extend beyond just retail experiences. The vast majority (88%) of people agree that having a mobile device with real-time information makes them more spontaneous with shopping and, in general, more open to discovering new things. Top Shopping Behaviors by Device (Owners of All three Devices) Device/Activity% of RespondentsSmartphone Locate a store 72% Look up/compare pricing 66 Look up product info 58 Desktop/Laptop Check out 72% Look up product info 66 Look up coupons/promotions 65 Tablet Look up product info 66% Look up/compare pricing 61 Check user ratings/reviews 57 Source: Latitude, December 2012 Shoppers have mastered “pulling” information from mobile, says the report, and now they’re looking for location- aware communications to reach them at the right times and places. More than half claim that a well-executed alert makes them more likely to visit the website or the store soon, while 1 in 5 say they’re more likely to make a purchase or to make a pit-stop at the store that day. Most likely response to location aware retailer communication: