IBM Survey: Frugal, Yet Optimistic Shoppers Driving Smarter Retail Through Technology and Mobility

Mar 2, 2011 | Corporate Member News

An annual IBM (NYSE: IBM) global survey of 30,000 consumers in 13 countries, including more than 2,000 Canadians, reveals shoppers here are adopting new shopping technologies faster than most. In fact, the number of Canadians willing to use mobile technologies to shop increased by 160 per cent year-to-year, second only to the US in uptake.

The survey also shows the number of Canadian “instrumented” consumers — who use two or more technologies such as a website, mobile device or in-store kiosk — increased by 65 per cent over last year’s results, almost double the global result, which reported a 36 per cent increase year-to-year.

“It would appear Canadians’ conservative attitude toward adopting new consumer technologies is changing rapidly to the point that consumers are ahead of retailers,” says John Dawkins, IBM’s Canadian retail sector lead.  “Wider access to bandwidth at lower rates, an increase in the number of Canadian wireless service providers, adoption of social media and a comparatively faster economic recovery are driving the emergence of a more complex, competitive and sophisticated shopper.”

The study reveals a portrait of the quintessential Canadian shopper: female; frugal but optimistic about her income; influenced more by family and friends’ opinions than retailers; and who regularly shops for more than people in her household such as parents or grandchildren.  

The survey polled consumers from a dozen other countries, including both mature and emerging markets and show globally, shoppers have adopted attitudes during the recession that continue to dictate their behavior:  they buy what they need, search for items on sale and wait longer to purchase; and they have embraced the use of technology throughout the process to save time and enhance the experience.

Other findings include:

  • Shoppers are leveraging social media from Facebook to Twitter, to blogs, YouTube and reviews, more than ever before to discuss retailers, products and brands with friends, family members and strangers.
  • Consumers are checking prices in store, where 70 per cent of final product  selection happens, using smart phones and UPC tags to check competitive offerings.
  • Consumers want a personalized shopping experience and will spend more and be more loyal to retailers who offer them quality, service and promotions on items they regularly buy and remember things such as their preferred payment methods.

Consumers want to shop seamlessly across channels, check product prices wherever they are, get promotions based on the items they scan, and use a personal mobile device to avoid the checkout lane.  

“A new approach to customer intimacy is critical in the new economic environment and this necessitates a stronger commitment than ever before. Organizations that are best at extracting previously undiscovered insights from vast amounts of customer information have a huge advantage in deepening existing connections and creating new relationships,” said Diane Brisebois, president and CEO of the Retail Council of Canada.

The IBM survey of 30,624 consumers was conducted in October 2010 in Australia, Argentina, Brazil, Canada, Chile, China, Colombia, France, Germany, Italy, Mexico, United Kingdom and United States.

For further information:

Leslie Plant
IBM Media Relations
mailto:[email protected] 

About IBM

IBM: Helping Canada and the World Work Better

In today’s networked world, IBM maintains a strong and unique presence in Canada, making important contributions to this country’s economy, technology leadership and the communities where we live and work.

IBM is one of the largest technology, services and consulting organizations in Canada. We help clients of all sizes and in all industries transform their operations through the use of technology, infusing intelligence into the systems that run our businesses, our society and the world.

This intelligence makes it possible to harness the vast amount of data created by the trillions of connected devices in today’s world, and turn it into knowledge that can be used to anticipate, forecast and even predict changes in our systems. This is the vision behind IBM’s Smarter Planet strategy.

Canada is home to the largest team of IBM software professionals outside of the United States. Our software development lab sites in Markham, London, Ottawa, Montreal, Edmonton, Vancouver and Victoria—collectively known as the IBM Canada Lab—are responsible for delivering IBM software solutions that are used worldwide.

Our Bromont, Quebec manufacturing plant is IBM’s largest semiconductor packaging and test facility and one of Canada’s leading exporters. In addition to packaging and testing IBM products such as the new POWER7 chip (the most powerful chip ever produced by IBM), Bromont performs custom assembly and testing for Original Equipment Manufacturers (OEM), including packaging the chips used in today’s most popular home gaming consoles.

Since opening our first Canadian office in 1917, IBM has been a model corporate citizen, supporting communities across the country through corporate grant programs, volunteerism, education initiatives such as IGNITE (Igniting Interest in Technology & Engineering) camps for Aboriginal youth, and our annual employees’ charitable fund campaign.

We have also introduced programs that allow employees to have an impact on a global scale. In 2009, 24 Canadians participated in the IBM Corporate Service Corps, a program that allows employees to visit developing countries to work on short-term community projects. Another 20 Canadians are expected to take part in this unique global leadership development opportunity in 2010.

Our commitment to diversity and inclusion, which internally ensures an understanding, respectful and accommodating workplace, also extends to the community. And from an environment perspective, we strive to minimize the potential impact of our own operations, while applying our technology and services to help our clients and partners do the same.

As a company, IBM’s actions are driven by three core values: Dedication to every client’s success; Innovation that matters, for our company and for the world; and, Trust and personal responsibility in all relationships. These values, which were determined by IBM employees globally, shape everything we do as we strive to make Canada and the world work better.

To learn more click here.

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