Approximately Half of U.S. Consumers with Smart Phones Used Them to     Locate Stores, Find Products and Compare Prices

The Line Between Online and In-Store Shopping is Blurring

BOSTON—Findings from a new GfK Roper Poll, conducted on behalf of SapientNitro,      part of Sapient (NASDAQ: SAPE), demonstrate that American consumers are     increasingly empowered by their mobile devices when it comes to     researching products and finding the best prices while holiday shopping.

The national survey found that of the three in ten Americans who own a     “smart phone” – e.g., an iPhone, Blackberry, Android-based phone, or     other type of Internet and application-enabled mobile phone – many are     using it to their advantage while shopping for the holidays.

As shoppers are increasingly empowered by their mobile Internet devices     this holiday season, this trend has implications for brick-and-mortar     retailers. For example, of consumers with a smart phone:

  • Three in ten (30%) say that, while at a store looking at a product,      they tried to find a better deal elsewhere on their phone
  • One in three (33%) say that while out shopping, they e-mailed or       texted someone to tell them about an experience at a store – such as       finding a great deal or a great gift
  • One in five (19%) used their phone to post something on Facebook,      MySpace, Twitter, or other social networking sites about their holiday       shopping experience

In addition, half or nearly half used their smart phones to find a store     location (52%), research specific products they were thinking of     purchasing (48%), browse for products (44%), and/or compare prices     (40%). About one in three looked for discounts, deals, coupons, or     discount codes (35%) on their mobile phones, or checked product     availability at retail stores or websites (34%).

“Portability is a game-changer in transforming the way that people     shop,” said Chris Davey, worldwide head of commerce at SapientNitro.      “Technology is causing some of the biggest shifts in human behavior that     we’ve seen in years, and consumers are more informed and empowered than     ever. This has a major impact not only on the way that consumers shop     but also on the way that retailers need to market to consumers this     holiday season.”

“Mobile assets play an important role in making it easy for customers to     research, find, and order gifts for the holiday season,” said Brian     Tilzer, vice president of Ecommerce and business development at Staples.      “For a retailer like Staples, mobile technology offers us new ways to     make it much more convenient and easier for customers to shop and buy     the products and services we offer. Given the rapid adoption of smart     phones, we see great possibilities over time in putting even more power     in the hands of our many customers using these devices.”

The survey also found that the Internet, in general, is forging a new     inter-connectedness between traditional and online stores. Of those     Americans who have already started their holiday shopping:

  • About half (53%) say they purchased a product in a physical retail       store after researching the product online
  • Nearly half (44%) purchased a product online after shopping for a       similar item in a physical store

Consumers are finding a number of online tools helpful when choosing     products to purchase this holiday season, the SapientNitro survey finds.      Of those who have made an online purchase this holiday season:

  • Seven in ten (69%) say online customer ratings or reviews (such as on       Amazon or Yelp) very or somewhat valuable
  • About half find e-mail promotions (50%) or online videos of product       features/reviews (53%) valuable

How the survey was conducted

The survey was conducted December 3-5, 2010 by GfK Roper Public Affairs     & Corporate Communications. This telephone poll was based on a     nationally representative probability (random digit dial) sample of     1,004 general population adults age 18 or older. The data was weighted     to account for probabilities of selection, as well as age, sex,      education and race, using targets from the March 2009 supplement of the     Current Population Survey.

The margin of sampling error is plus or minus 4 percentage points at the     95% confidence level for results based on the entire sample of adults.      The margin of sampling error is higher and varies for results based on     sub-samples.

About GfK Roper Public Affairs & Media

GfK Roper Public Affairs & Corporate Communications, a division of GfK     Custom Research North America (,      is one of the most trusted names in public opinion and marketing     research. The Roper legacy dates back to 1933 and today is known for its     work in public relations, brand building, consumer advocacy, social     policy and corporate communications, serving clients across sectors and     around the world. Whether it’s a Fortune 500 corporation or a non-profit     organization, a major media company or an online start-up, a university,      think-tank or public relations firm, a local government or private     philanthropy, GfK Roper Public Affairs & Corporate     Communications delivers intelligence vital to their strategic     objectives. GfK Custom Research North America is part of the GfK Group.

About SapientNitro

SapientNitroSM,      part of Sapient®, is one of the world’s largest integrated marketing and     technology services firms. We create and engineer highly relevant     experiences that accelerate business growth and fuel brand advocacy for     our clients. By combining multi-channel marketing, multi-channel     commerce, and the technology that binds them, we influence customer     behavior across the spectrum of content, communication and commerce     channels, resulting in deeper, more meaningful relationships between     customers and brands. SapientNitro services global leaders such as Citi,      The Coca-Cola Company, Mars, Singapore Airlines, Target, and Vodafone     through our operations in North America, Europe, and Asia-Pacific. For     more information, visit or follow us on Twitter @sapientnitro.

Sapient is a registered service mark of Sapient Corporation.

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