Latitude’s Next-Gen Retail study will be published in December 2012. Sign up to be notified by e-mail when findings are available.

Access to digital information, especially via mobile devices, is drastically uprooting the traditional retail experience, both online and in-stores; we are always just one alert or email away from our next discovery or transaction, and we expect increasingly personalized, real-time, and streamlined experiences. In order to provide retailers, marketers, and technologists with fresh insights about consumers’ unmet needs and potential whitespace opportunities, we launched our Next-Gen Retail study earlier in 2012. This study includes a large-scale, international survey and various idea generation activities—capturing both current shopping behaviors and possible futures for retail.

Select, high-level findings include:

• 81% of people feel they’re “shopping constantly” because they own a mobile device, suggesting that retailers and marketers have an opportunity to leverage better this continuous connectedness.
• Thirty-three percent of tablet owners have used their tablet while shopping in-store, while another 44% haven’t yet, but would be interested to. Shoppers will increasingly expect mobile content that enhances their experiences of the physical world, meaning retailers ought to explore tech integrations that go beyond novelty to offer real value.
• 77% of tablet owners report using their tablets while watching TV, highlighting a major opportunity for advertisers (and networks) to make shopping a multi-screen activity.
• 90% of people already feel comfortable completing a purchase from their mobile device. On the heels of Apple’s release of Passbook with iOS 6, retailers should take note: privacy concerns aren’t the hurdle they once were for mobile payment and the digital wallet.

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Latitude is an international research consultancy helping clients create engaging content, software and technology that harness the possibilities of the Web. To learn more about working with Latitude, contact us at info@latd.com.