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Tech makes for smarter consumers

By ITWeb
Johannesburg, 30 Mar 2012

Tech makes for smarter consumers

Sixty percent of Australian consumers want to use technology at some part of their retail process, according to a study conducted by IBM, ARN Net reports.

IBM's 2012 Smarter Consumer Study revealed that, out of this 60% of consumers, 17% want to use three or more technologies - such as Web sites, social networking, televisions, etc - in that process.

The survey, which looked at the purchasing trends, habits and expectations of more than 28 000 consumers globally, included more than 1 800 from Australia. Over the last three years, it has tracked the annual evolution of the 'empowered consumer' in both mature and maturing markets.

According to iTWire, the study found that 90% of Australians believe social networks save them time in shopping (compared to 85% of consumers worldwide), while 40% of Australians want to use Web sites for comparative shopping.

However, Australians still value the 'touch and feel' element of the shopping experience and say the store is still the preferred channel to make a purchase.

Ian Wong, retail and consumer products industry lead for IBM Global Business Services A/NZ, says it should come as “no surprise to retailers” that digital technologies and the Web are impacting the industry in a major way. However, in Australia, Wong emphasises that the physical presence of a retailer is still very important, “so it's not about eradicating bricks and mortar in favour of online”, and he adds, “brands that are truly succeeding are the ones that are delivering a consistent, positive and personalised experience for customers across various channels - online, mobile, in-store.”

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