Consumers merge in-store and online shopping


STOCKHOLM, SWEDEN--(Marketwire - Nov 21, 2012) -

* In-store and online shopping behaviors are merging to create aphenomenon best described as in-line shopping

* 39 percent of smartphone owners in the US use their phones to makesmall payments, scan product barcodes or download coupons

* Retailers can benefit from understanding that consumers want to shop whenever the mood takes them and to be able to combine the benefits ofin-store and online shopping

* These and other findings are in the In-Line Shopping consumer insightreport written jointly by the Copenhagen Institute for Futures Studies andEricsson ConsumerLab

In today's Networked Society, where people constantly shift their attentionbetween the physical world and the internet - often almost unconsciously -itwill soon become meaningless to talk about online and offline as twoseparaterealities. People are increasingly connected to the internet around theclock -nearly 40 percent of smartphone owners worldwide now go online before evengetting out of bed - and the explosive increase in the use of mobile appsisalso impacting on shopping behavior.

This is the status quo described in the In-Line Shopping consumer insightreport, jointly written by the Copenhagen Institute for Futures Studies andEricsson (NASDAQ: ERIC) ConsumerLab. The report, which draws on datagathered inthe US during 2012, reveals that smartphones already play an integral roleinthe shopping experience. Four out of 10 US smartphone owners use theirphones tomake small payments, scan product barcodes or download coupons.

The report identifies a phenomenon best described as "in-line shopping"that hasemerged as a result of shoppers' desire to combine the best aspects ofin-storeand online shopping. In other words, shoppers want to be able to see, touchandtry products, make price comparisons and access extended productinformationwithout having to wait in line to make a purchase.

Michael Björn, Head of Research at Ericsson ConsumerLab, says:"Consumers aremaking shopping part of the natural flow of their everyday lives. As aresult,they want apps that make the shopping experience convenient andhassle-free.Just as people want anytime, anywhere internet access, they also want to beableto shop as soon as the need arises. Retailers need to understand and meetthisneed if they want to be successful in the coming years."

Overall, smartphone users are more interested in online shopping thannon-smartphone users. Across eight of 12 product categories analyzed,consumersprefer a combination of in-store and online shopping rather than onlineshoppingalone.


In-Line Shopping consumer insight report

All ConsumerLab reports can be found at

Download high-resolution photos and broadcast-quality video

Ericsson is the world's leading provider of communications technology andservices. We are enabling the Networked Society with efficient real-timesolutions that allow us all to study, work and live our lives more freely,insustainable societies around the world.

Our offering comprises services, software and infrastructure withinInformationand Communications Technology for telecom operators and other industries.Todaymore than 40 percent of the world's mobile traffic goes through Ericssonnetworks and we support customers' networks servicing more than 2.5 billionsubscribers.

We operate in 180 countries and employ more than 100,000 people. Founded in1876, Ericsson is headquartered in Stockholm, Sweden. In 2011 the company'snetsales were SEK 226.9 billion (USD 35.0 billion). Ericsson is listed onNASDAQOMX, Stockholm and NASDAQ, New York stock exchanges.

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