The mobile age

摘要

Are you ready for the rise of the Xtreme Shopper? Speaking at the Cotton USA Brand & Retailer Leadership Summit in Berlin, Lianne van de Wijst, senior research consultant at GfK Consumer Experiences, discussed social media's influence on shopping behaviour (page 40). The result is a new category of consumer. The Xtreme Shopper is wired, competitive and optimistic. This type of consumer is a hallmark of developing markets. In China 51% of shoppers are 'Xtreme,' versus just 26% in the US. They are as comfortable with a smartphone or tablet as they are in store. This preference is not limited to teenagers. The baby boomer generation are just as likely to be fashion forward ipad fans, according to van de Wijst.