Mobile Goes Universal: Older Generations Embrace Mobile as Local Shopping Companion

LOCALSEARCH Thrive Analytics smart decisions that drive success ASSOCIATION. Mobile Goes Universal Older Generations Embrace Mobile as Local Shopping Companion Boomers and Seniors are quickly following in the footsteps of their Gen Y and Gen X counterparts by actively using their mobile devices throughout the local purchasing process, a new survey conducted by Thrive Analytics and released by the Local Search Association shows. Results from the online survey of 1,058 smartphone users demonstrate that local businesses should invest in their mobile presence and marketing in order to attract and retain customers across all age groups. Use Smartphones While In-Store Older smartphone users resemble younger smartphone users in relying on their mobile devices at least sometimes when shopping in-store. 97% 91% 81% 69% Gen X (30-43) Young Boomers (44-53) Gen Y (18-29) Older Boomers & Seniors (54+) Desire Better Prices and Discounts Both older and younger smartphone users rank comparing prices as the #1 reason they search their mobile devices in-store... 60% Gen Y (18-29) 60% Gen X (30-43) 52% Young Boomers (44-53) 51% Older Boomers & Seniors (54+) .followed by coupons and offers as the #2 reason. 56% Gen Y (18-29) 59% Gen X (30-43) 52% Young Boomers (44-53) 50% older Boomers & Seniors (54+) Want Help Making Decisions & Becoming Better Informed Both older and younger smartphone users search via mobile in-store because it helps them decide whether to buy something or because it makes them a much smarter shopper. 88% 89% 87% 85% Gen Y (18-29) Gen X (30-43) Young Boomers (44-53) Older Boomers & Seniors (54+) Guilt-Free About Browsing Mobile In-Store Only a small minority of smartphone users across age groups feel guilty or try to hide using their mobile devices from store employees while shopping in-store. 8% 10% 8% 6% Gen Y (18-29) Gen X (30-43) Young Boomers (44-53) Older Boomers & Seniors (54+) Open to Going Elsewhere to Purchase Products Both older and younger smartphone users are willing to stop moving forward with a purchase based on new information they discovered via their mobile device while shopping in-store. 65% Gen Y (18-29) 62% Gen X (30-43) 45% 37% Young Boomers (44-53) Older Boomers & Seniors (54+) Willing to Share Location for Loyalty Offers or Deals Older smartphone users are much less likely than younger users to "check-in" at a local business or share their location with others (60% of Gen Y vs. 30% of Older Boomers & Seniors). However, both older and younger users who do share their location with a brand, retailer or local business rank offers and deals as the .followed by loyalty points or rewards as the #2 reason. #1 reason they do so... 71% 68% 64% 62% 67% 64% 65% 62% Gen Y (18-29) Older Boomers Boomers & Seniors (54+) Older Boomers Boomers & Seniors (54+) Gen X Young Gen Y Gen X Young (30-43) (18-29) (30-43) (44-53) (44-53) Open to Accepting Text Messages for Incentives Nearly half (49%) of all smartphone users said they have agreed to receive offers, loyalty points, content or other rewards via text messages in exchange for incentives. *** ... ...L... L... L... ...L... I...... ..L... ...L... 52% 55% 43% 37% Gen X (30-43) Young Boomers (44-53) Gen Y (18-29) Older Boomers & Seniors (54+) The Local Search Association is the largest trade organization of companies focused on print, digital, mobile and social media solutions that help local businesses get found and selected by ready-to-buy consumers. For more information, visit www.localsearchassociation.org. Methodology Thrive Analytics surveyed 1,058 smartphone users via Thrive Analytics' Connected Experience online panel in January 2014. For more information, visit www.thriveanalytics.com. LOCALSEARCH ASSOCIATION.