Meet The Connected Consumer

MEET THE CONNECTED O CONSUMER How smartphones, tablets, and Facebook are changing the way people shop She's a 40-something woman. Despite what many may assume the average connected consumer is not a millennial, 52% of connected consumers are women with a mean age of 40. They have a mean household income of $63,000. She carries mUultiple internet-connected devices. In addition to owning a PC or laptop; 43% 16% own smartphones own tablets She's Super social - Connected consumers are a social crowd and enthusiastic about shopping. 81% 60% 43% f are active shop via digital or print catalogs say shopping makes them Facebook users feel happy 6“Excited," “thrifty" and "productive" also top the list of the connected consumer's shopping emotions. Consumers Show 20xr Preference for Browser-based Web, Tablet and Mobile Shopping over Apps prefer websites shop via digital or print catalogs like to use 60% 87% 4% and mobile mobile apps sites Tablet and Facebook usage and spending activity is on the rise: of tablet owners 34% of tablet expect to shop more on their tablet over the did their holiday shopping using their tablets, spending on 49% owners are 87% shopping on a retailer's or next year. brand's average Facebook page. $325 Device Preference by Retail Category The connected consumer's device preferences varies across different retail categories. On PC/ Desktop On Tablet On Smartphone 53% Electronics 35% 55% 41% Books 35% 43% 39% Toys 31% 40% 37% Clothing 30% 41% 33% Music 42% 32% 26% Travel 22% 33% 24% 24% Jewelry 19% Shopping styles Connected consumers class themselves as savvy shoppers who actively seek out the best prices. Owns laptop/PC/ Smartphone Tablet Owners 55% 43% 21% 14% 8% 9% 10% 9% 9% 7% 3% 3% 4% 2% Savvy Frugal Spontaneous Brand-faithful Addicted Reluctant Luxury Based on a survey of 1,500 consumers who own a computer, smartphone and/or tablet conducted by Equation Research for Zmags (www.zmags.com). zmags