You see it as you go down the aisles of Walmart, Costco or any department store or supermarket: Customers with one hand on their cart and the other on their smartphone, price-comparison shopping and looking for deals. Such customers spend an average of 16.9 hours a week on their phones, a new study shows.
CheckPoints, which shared the results, calls this customer "Shopper 2.0," and says this person spends more time using their smartphone than they do "traditional computers" (16.2 hours a week), a kind of tipping point in favor of smartphones. The gap will only continue to widen in favor of smartphones as more people buy them.
When it comes to other "media consumption," Shopper 2.0 spends an average of 12.5 hours a week with TV, 6 hours with radio and 1.9 hours a week with print publications.
Despite that, 27 percent of advertising is still tied to print, according to a study done by Mary Meeker, a partner at Kleiner Perkins Caufield & Byers, which was presented at the recent Web 2.0 Summit in San Francisco.
In contrast, only 0.5 percent of advertising is aimed at mobile users.
CheckPoints surveyed 5,500 smartphone users in stores. These folks, when you add up the time, spend more than 53 hours a week using a phone, computer for online use, TV, radio and print. That adds up to more hours than in a regular work week. It's a wonder they have any time to shop at all.
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