BEGIN:VCALENDAR
PRODID:-//eluceo/ical//2.0/EN
VERSION:2.0
CALSCALE:GREGORIAN
BEGIN:VEVENT
UID:19e8263fc4429ae2564ed230b5813db8
DTSTAMP:20240516T124943Z
SUMMARY:Frank Mulhern\, PhD\, Northwestern University 
DESCRIPTION: \n\n“SMARTPHONE USE IN RETAIL ENVIRONMENTS: SEGMENTATION BAS
 ED ON USAGE\nBEHAVIOR”\n\nABSTRACT \nThe smartphone is rapidly evolving 
 into an indispensable tool for a\nsignificant portion of retail consumers.
  At the same time\, mobile\ndevices are increasingly being used for delive
 ring advertising and\npromotions. Retailers are implementing in-store tech
 nologies that\nintegrate mobile devices into the shopper experience. In an
  analysis\nof a large sample of online responses from nearly 17\,000 adult
 s\, this\nstudy explores the relationships between smartphone use and a va
 riety\nof self-reported shopping behavior and media use behaviors.\nSmartp
 hones are omnipresent\, but users are segmented on the basis of\nuse of sm
 artphone functions with respect to in-store experiences. The\ntop quintile
  of smartphone users\, with respect to number of functions\nused\, purchas
 e at higher levels and are more promotion oriented. These\nsame users more
  actively engaging in leisure activities. Overall\, the\nstrongest predict
 ors of smartphone usage are younger\, female and are\nhigh users of social
  media. Smartphones are at the center of the\nblending of retailing and di
 gital advertising in what is increasingly\nbeing called retail media. This
  study explores these aspects of the\nuse of smartphones in stores and fra
 mes them as a stepping store to\nmore immersive digital experiences at ret
 ail.\n 
DTSTART:20231010T163000Z
DTEND:20231010T173000Z
LOCATION:https://drexel.zoom.us/j/87880034530
END:VEVENT
END:VCALENDAR