With gas prices like this, who needs really needs a vehicle? A question I’m sure a lot of us have been asking ourselves lately…
Unfortunately, public transportation isn’t always an option and I know the 20 mile bicycle ride to work doesn’t sound like fun to me. (Maybe I’ll change my mind if prices hit the scary expectations for the summer.) So what other changes are consumers making as prices continue to creep upward?
Taking fewer trips, shopping for sales more often, shopping closer to home, and using coupons more are the most recent top responses from consumers when asked what they are doing as a result of fluctuating gas prices. While taking fewer trips, shopping for sales, and shopping closer to home haven’t quite reached the summer of ’08 levels (yet), using coupons more often has certainly remained a popular response, peaking at 42.1% in September 2011.
As a result of fluctuating gas prices, are you doing any of the following?
The dark blue line in the chart shows the actual average gas prices for the first week of each month according to the Energy Information Association.
When comparing these responses to actual gas prices, there is one obvious visual trend to make note of. When gas prices dropped from an average of $3.54/gallon in October 2008 to below $2/gallon in December 2008, the percentage of consumers who were taking fewer shopping trips, shopping for sales more often, shopping closer to home, and using coupons more did NOT take a drastic decline like the prices at the pump did. Instead, after just being slapped in the face by the realities of the recession, consumers began to adjust to the “new normal.”
What will these numbers look like at $5/gallon? Stay tuned and we just might find out (eek!).
To learn more about how consumers are being impacted at the pump and other economic indicators, check out the Consumer Vital Signs InsightCenter™ at www.ConsumerVitalSigns.com.
For more information on this data, please contact BIGinsight™.
Source: BIGinsight™ Monthly Consumer Survey – MAR-07 – FEB-12 (FEB-12: N = 8716, 2/1 – 2/8/12)
© 2012, Prosper®
BIGinsight™ is a trademark of Prosper Business Development Corp.
Forget about shopping in your pajamas – with smartphones and tablets, you can shop in multiple stores by going to just one store. Sure, you can do that online, from the comfort of your own home, but you can’t feel the product and really see it up close. You also don’t have the advantage of picking the brains of customer service reps and product experts.
I recently had the chance to “borrow” customer service from a store I wasn’t planning to purchase from. Sadly at the time, I did not have a smartphone (those were tragic times), but I still went in to an electronics store knowing prices and stats of laptops I had found online. I spent time chatting up a member of the customer service team and he helped me pick the model I wanted. When the associate was ready to ring me up, I chuckled a little and said “No thanks, I found this same model online for $200 less…in red.” Although the associate was bummed, he knew he was defeated (he could not offer me my heart’s desire – a new metallic red Toshiba!). He groveled and tried to counter the offer with warranties, but I would already be getting one from the manufacturer no matter where I purchased. Had his boss been aware of better deals and color selections elsewhere, perhaps the store could have made me a better offer.
Using smartphones and tablets, Mobile Users have pulled this same maneuver—they shopped one store, compared prices on their device, and then left to purchase somewhere else! 40.6% have gone to another physical store and 25.6% have purchased from a different online retailer:
|Have you ever done any of the following on your smartphone or tablet while shopping in a store? (Check all that apply)|
|Compared prices and purchased from another retailer’s physical store||
|Read product reviews to decide between products||
|Compared prices but still purchased from the same retailer||
|Scanned a QR code to get more information about a product||
|“Checked in” for a discount||
|Requested a price match||
|Compared prices and purchased from another retailer’s website using my device||
|Compared prices and purchased from another retailer’s website using my laptop/desktop after leaving the store||
|Compared prices and purchased from the same retailer’s website using my laptop/desktop after leaving the store||
|Compared prices and purchased from the same retailer’s website using my device||
Be sure to check out the release Opportunity Lost: 40% of Mobile Users Compare Prices, Purchase From Competition, According to Prosper Mobile Insights™
Several Mobile Users are also taking advantage of customer reviews, QR codes and check-ins.
Retailers need to watch out for these “smart” shoppers and iPad price investigators! Physical stores need to be able to compete with online stores, as well as their physical next door neighbors, since smartphone and tablet shoppers have all the competition’s price and selection information at their fingertips. Retailers can’t rely on the idea that shoppers like to touch and feel the merchandise before they buy—most shoppers still do, but they can experience your products in person and still purchase them somewhere else where the price is better! (They can take advantage of your knowledgeable sales people and still take the better price elsewhere :)
We want to hear your stories! How have you used a mobile device to help you shop? Have retailers lost your business because you found better deals somewhere else? (Have you made an electronics guru cry recently?) We want to hear from you!