Mapping the Mobile Journey of Shoppers in Latin America

42% of Connected Shoppers across Argentina, Brazil, Colombia and Mexico start their research online but complete their purchase in store. And 21% find something in store before buying it online. The path to purchase is often no longer a “path” at all—at least not in a linear sense.

Connected_Shoppers

 

Driven by the quest to make informed decisions, Connected Shoppers now toggle fluidly across screens and blend digital and physical touchpoints on their journeys. And in doing so, people across Latin America are paving their own path to purchase.

To better understand how marketers can reach people on this path to purchase, Facebook commissioned Ipsos Media CT to study people ages 15+ who go online and who had plans to shop in store in December 2014 or January 2015 across the region’s 4 most populous countries—Argentina, Brazil, Colombia and Mexico. We call these people “Connected Shoppers.”

We found that Connected Shoppers research potential purchases on mobile, check in on Facebook as they shop and share product experiences after making a purchase. Connected Shoppers also look to product reviews on digital channels 6X more so than they look to family and friends. When in store, mobile remains a constant companion, with 66% of Connected Shoppers checking in on Facebook to unlock discounts as they shop.  And mobile remains essential—it is where more than 77% of Connected Shoppers post their own product reviews after purchase, often with photos and videos.

 

Mobile is a constant in this complex journey

The majority of Connected Shoppers now research their purchases on the device that is always with them—mobile. Further, on average, 1 in 4 Connected Shoppers make their shopping purchases on their smartphone. Mobile has a unique and powerful role, as it goes wherever the Connected Shopper goes.

Connected_Shoppers

 

Multitasking on mobile at the mall

Many Connected Shoppers use Facebook throughout their journeys to make informed purchase decisions.

Connected_Shoppers

 

Look to the late adopters

Despite the advantages that digital offers in the new shopping journey, an average of 26% of Connected Shoppers across Argentina, Brazil, Colombia and Mexico prefer not to shop online. And the #1 barrier for these “nonline shoppers?” They want to be able to see what they are going to buy. Not so long ago, this was a barrier for almost everyone who was accustomed to shopping in store.

 

What it means for marketers

Offer an omnichannel experience: The new “path” to purchase crosses all channels. Connected Shoppers glide seamlessly from researching on mobile to unlocking in-store promotions and posting product reviews after purchase. Sometimes a single bad experience or confusing website can be enough to prevent a potential shopper from coming back. Other times, a frictionless, integrated experience may be the reason shoppers choose one brand over another. Brands that succeed in this new ecosystem will be the ones that deliver seamless, consistent experiences for all shoppers, however they choose to shop.

Create continuous connections on mobile: No matter how complex a shopper’s journey, mobile is often the key to reaching that shopper in the moments that matter most. Brands will want to ensure they are delivering a best-in-class mobile experience, catering to each shopper’s differing needs throughout the journey.

Nurture “nonline shoppers”:  To convert the 26% of shoppers who don’t shop online, brands can address their barriers—the first of which is a shopper’s desire to see what they are buying. Brands and retailers can use shared photos, videos and customer recommendations to help shoppers feel more confident in their purchase decisions. Furthermore, as 38% of shoppers don’t actually have a credit card, brands have a major interest in developing solutions to bridge online and offline touchpoints—for example, giving shoppers the option of ordering/reserving online but paying in cash in store.

 

Source: “Connected Shoppers” by Ipsos Media CT (study commissioned by Facebook). Connected Shoppers for the purposes of this study are people ages 15+ in Argentina, Brazil, Colombia and Mexico who go online and who had plans to shop in physical stores in Dec 2014 or Jan 2015. Unless otherwise noted, data is on average for all countries.