Consumer Commerce Monitor

Consumer Commerce Monitor
The rapid growth of smart phones and tablets, and the increasing importance of online reviews and ratings, are having a significant impact on the way consumers are making purchase decisions.

To deliver effective advertising solutions, advertisers must understand how U.S. consumers are evolving their use of media sources. BIA/Kelsey’s Consumer Commerce Monitor™ (CCM) provides valuable insights into the thought process and habits of consumers.

Understanding the Changing Consumer

CCM is BIA/Kelsey's online study of consumers about media usage, performance assessments, and the use of mobile, social and loyalty programs for local shopping. This research focuses on how U.S. consumers are evolving their use of traditional and online information sources to find and locate local serving businessess.

CCM addresses issues relating to both the reach and frequency of use of a broad spectrum of offline and online information sources. In addition, it uncovers differences among digital and non-digital households. CCM also dives into user comparisons across offline and online information sources as they relate to overall performance for finding local businesses.

Recent CCM Study

The most recent wave of the BIA/Kelsey Consumer Commerce Monitor™ (CCM) study is from September 2013. Highlights include:

  • Hispanic Consumers. Hispanic consumers are outpacing non-Hispanics in their adoption of mobile, social and online sources for local shopping. Nearly half (48.5 percent) of Hispanic consumers use mobile devices for local shopping, compared with 32 percent of non-Hispanics. Among mobile Hispanic consumers, 52.5 percent report using their tablets and 42.5 percent report using their smartphones daily for local shopping. Click to read more about Hispanic digital media usage and local shopping behaviors.
  • Shopping Trends. 94 percent of the consumers surveyed have gone online for local shopping purposes within the last six months. Among those surveyed, 59.5 percent have completed a local purchase of merchandise or services online, within the last six months. At the same time, two-thirds of total local purchases (65.9 percent) are purchased in-person.
  • Devices. When going online for local shopping (to purchase or research local merchandise or services), 60.0 percent of consumers use laptop computers, 57.1 percent use desktops, 37.1 percent use smartphones and 19.4 percent use tablets.
  • Promotions and deals. About one-quarter (26.0 percent) of consumer local purchases in the last six months—in-person and online—were made through promotions or sales (such as discount deals, daily deals, coupons or similar discount offers).
  • Loyalty programs. Consumers report that they’re on a customer list (that includes contact information) of almost nine local businesses (8.8 on average).
  • Mobile apps. Consumers who own a smartphone or tablet report using 3.4 mobile apps on average for local shopping “on a regular basis.” These include apps like Yelp, OpenTable, ShopLocal and others.


Lead Analyst

About CCM

BIA/Kelsey’s Consumer Commerce Monitor (CCM) is a proprietary tracking study focused on how U.S. consumers are evolving their use of traditional and online channels to find, engage and transact with local-serving businesses.

Most recent CCM study was conducted September 2013 via an online survey. The geographically diversified survey sample of 2,000 U.S. adults, aged 18 and over, is inherently balanced to reflect the U.S. adult population.

Webinar

Hispanic Consumers Buy Into Digital for Local Shopping – Findings from BIA/Kelsey's Consumer Commerce Monitor™
View this webinar to examine new findings from the Hispanic consumer portion of BIA/Kelsey’s Consumer Commerce Monitor™ (CCM) study. The webinar offers insights into the shopping behaviors of Hispanic consumers and shows how they use media and technologies to buy locally.
View Webinar Video | PDF of Slides | All Webinars

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