Frank Mulhern, PhD, Northwestern University

“Smartphone Use in Retail Environments: Segmentation Based on Usage Behavior”

Abstract
The smartphone is rapidly evolving into an indispensable tool for a significant portion of retail consumers. At the same time, mobile devices are increasingly being used for delivering advertising and promotions. Retailers are implementing in-store technologies that integrate mobile devices into the shopper experience. In an analysis of a large sample of online responses from nearly 17,000 adults, this study explores the relationships between smartphone use and a variety of self-reported shopping behavior and media use behaviors. Smartphones are omnipresent, but users are segmented on the basis of use of smartphone functions with respect to in-store experiences. The top quintile of smartphone users, with respect to number of functions used, purchase at higher levels and are more promotion oriented. These same users more actively engaging in leisure activities. Overall, the strongest predictors of smartphone usage are younger, female and are high users of social media. Smartphones are at the center of the blending of retailing and digital advertising in what is increasingly being called retail media. This study explores these aspects of the use of smartphones in stores and frames them as a stepping store to more immersive digital experiences at retail.