This document summarizes key findings from the 2013 BrandSpark/BHG American Shopper Study conducted by BrandSpark International. Some of the main findings include: - 59% of Americans own a smartphone, with the majority using apps beyond basic functions. Facebook, games, weather, and maps are the most commonly used apps. - Shoppers are driven by needs for value, convenience, health, and innovation. They look for deals and ways to save money. Many are trying to eat healthier and pay more attention to nutrition. - Circulars are the top source for shopping ideas and help shoppers find deals and plan trips. Younger shoppers are using smartphones to store shopping lists. - Health concerns like obesity

1. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
ROBERT LEVY
President
BrandSpark International

2. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
BrandSpark American Shopper Study
May 10th, 2013
Robert Levy
President, BrandSpark International
C R I T I C A L I N S I G H T S F O R E N G AG I N G
S H O P P E R S
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3. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
BrandSpark International Shopper Study
>270,000 respondents globally in 2013
5th year in the U.S. with >80K respondents
10th year in Canada with >100K respondents
2nd year in Mexico with >10K respondents
2nd year in Turkey with >15K respondents
1st year in China with >60K respondents
Global trends studies:
UK, France, Germany, Brazil, Columbia, Chile, Argentina
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4. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
N% reflects the demographic breakdown of the final weighted sample.
It is the percentage of sample within the specified demographic subset after weighting.
American Principal Household Shopper
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Representative of Americans by age, region and gender.
64% 36%
Weighted to MRI Principal Household Shopper.

5. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
33%
51%
16%
Other (Blackberry, Windows)
Majority of American shoppers have a
smartphone
q59a. Do you own a smart phone? (n11627)
q59b. Which smart phone do you own as your primary smart phone? (n=5567)
Own Smart
Phone
59%
41%Do Not Own
Smart Phone
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6. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
Apps provide opportunities for engagement
Do you regularly use Apps beyond email, messaging and the web browser on your smartphone? Which types of Apps do you regularly use on your smartphone?
Please select all that apply. q59d. Which smart phone do you plan to purchase? (Aided)
Base: Smartphone and Apps Users (n= 1,248)
TOP APPS AMONG SMARTPHONE OWNERS
71% USE
APPS
REGULARLY
FACEBOOK
GAMES
WEATHER
MAPS
YOUTUBE
BANKING
TWITTER
72%
67%
64%
60%
48%
44%
25%
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7. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
Provide value and drive engagement with
shoppers by fulfilling 4 critical needs:
94% “I feel proud when I get great value for my money”
87% want health & beauty products that are simple to
use and 81% want household products to save them
time
85% “I am very concerned about the health of my
family”
76% “I like trying new products”
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Please indicate how much you agree or disagree with each of the following statements. n= 4585+
1 Value
2 Convenience
3 Health
4 New (Innovation)

8. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
SHOPPER NEEDS DRIVING
ENGAGEMENT
value • convenience • health • innovation
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9. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
value • convenience • health • innovation
SHOPPER NEEDS DRIVING
ENGAGEMENT
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10. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
Americans want value for their money
and enjoy finding it
Please indicate how much you agree or disagree with each of the following statements. n= 14,648
% Completely Agree / Agree
94%
88%
86%
83%
I feel proud when I get great value for my money
I will stock up when one of my favorite products is on sale
I try to buy products that are on sale
If I get a deal on something I love to tell my friends and family about it
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AGREEMENT RANK
(191 STATEMENTS)
1
4
5
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11. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
Most shoppers think they don’t have
enough money
39% “My income is sufficient to live comfortably”
85% “I am always looking for ways to reduce
spending on everyday items”
Please indicate how much you agree or disagree with each of the following statements. n= 6912
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84% “I am very careful with my money regardless of
the overall economic situation”

12. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
BUY PRIVATE LABEL
STUDY CIRCULARS
BUY SALE PRODUCTS
CLIP COUPONS (NEWSPAPER)
SHOP MULTIPLE STORES
95%
87%
86%
63%
49%
Shoppers work to find the best value
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n= 7019+Please indicate how much you agree or disagree with each of the following statements.

13. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
Circular readership is high in the US compared
to other markets
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75%
60%
41%
26%
% reading circulars regularly
51%
30% 36%
62%
56% 50%
How often do you look at weekly supermarket / grocery store circulars when shopping at
grocery stores?
42%
2013 Global Shopper Study

14. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
American’s have strong value perceptions for private
label, while they are weaker in China, Turkey and Brazil
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63%
66%
53%
37%
% agree “Private label / store brands are usually extremely good value for the money”
45%
59%
62% 54%
74%
60% 41%
65%
Have you purchased private label / store brand products in the past 12 months? 2013 Global Shopper Study

15. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
Talking to Shoppers – Private Label
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16. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
Planning helps shoppers focus on
what they need
91% of shoppers use shopping list
68% write shopping list by adding items
through the week
59% only specify product types
41% name brands for some products
92% agree “it is a great shopping trip
when I come back home with bags of
necessities bought at a great price”
Apples
Bacon
Chicken
Bananas
Carrots
Celery
Chips
Ice cream
Tide
softener
Paper towels
Tylenol
Kraft dinner
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Do you use a written shopping list on your shopping trips? When do you prepare your list?
Which one is true for your list? n= 3531+

17. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
Apples
Bacon
Chicken
Bananas
Carrots
Celery
Chips
Ice cream
Tide
softener
Paper towels
Tylenol
Kraft dinner
Younger shoppers going digital with
their list
% STORING LIST ON SMARTPHONE
Base: Use written shopping list (n= 3532)
22%
30%
18%
9%
3%
18-24
25-34
35-49
50-64
65+
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Where do you write out your list? n= 3532

18. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
TOP SOURCES FOR SHOPPING TRIP IDEAS
Purchase ideas come from several
sources
n=3869
But value-driven circulars are king
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CIRCULARS
RECIPE BOOKS
WEBSITES
MY SPOUSE
MAGAZINE ADS
NEWSPAPERS
FRIENDS
TV ADS
73%
54%
38%
34%
33%
33%
26%
26%
From which of the following sources do you get ideas for your household shopping trips?

19. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
LOW PRICE SPECIALS
COMPARE PRICES
PLAN TRIP
GET PURCHASE IDEAS
90%
60%
58%
50%
REASONS FOR READING CIRCULARS
Circulars help shoppers find value
and plan their trips
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n= 3616Why do you consult circulars?
CPG EARLY ADOPTERS:
NEW PRODUCTS INFO 42%

20. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
NEWSPAPER INSERT
MAILED ENVELOPE
EMAILED BY
RETAILER
STORE SITE
BRAND SITE
MAGAZINES
COUPON SITES
PROMO BOOKLET
63%
59%
56%
53%
49%
47%
46%
43%
Print and digital coupons both popular
Please indicate the how often you do each of the following activities associated with food shopping before or during your weekly shopping trips.
(Ranked by % Monthly or more often, n= 7020)
COUPON USE MONTHLY+ BY SOURCE
20
Digital Channels

21. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
I follow a list and
get out ASAP!
37%
There is opportunity for engagement on
the path to purchase
Which of the following best describes how you shop in the grocery store or supermarket? n= 3868

22. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
I walk the aisles to
be sure not to miss
anything I need!
63%
Which of the following best describes how you shop in the grocery store or supermarket?
There is opportunity for engagement on
the path to purchase
n= 3868

23. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
Info accessed on smartphones is
influencing purchase decisions
CONSUMERS USE SMARTPHONES IN-STORE TO…
(n= 1,233)
Which of the following activities have you done with your smartphone while shopping in-store?
Seek Product Info 49% Compare Prices 38%
Get Peer Recommendations
31%
Lookup Online Reviews 30%
Seek Coupons 26% Check Recipe 20%
MADE A DIFFERENT PURCHASE DECISION
BECAUSE OF MOBILE DATA ACCESSED49%
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24. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
In-store – Shoppers Check Prices
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VIDEO

25. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
In-store – There are still barriers to engaging
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VIDEO

26. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
New apps are helping shoppers find more
value by saving money
48% interested in downloading coupons to their phone
34% interested in an app that find and organizes coupons
41% interested in an app that links all their loyalty cards to their phone
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Would you be interested in using your smartphone for any of the following? n= 1236

27. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
value • convenience • health • innovation
SHOPPER NEEDS DRIVING
ENGAGEMENT
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28. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
value • convenience • health • innovation
SHOPPER NEEDS DRIVING
ENGAGEMENT
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29. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
Need for time manifests in desire for
convenience
“It is extremely/very important that a new product helps me
save time”
81% household care
57% food & beverage
“It is extremely/very important that a new
product is simple to use”
87% personal care
87% cosmetics
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When considering purchasing a new ________product how important is it that the new product introduced ...? n= 4167+

30. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
Many top rated new products offer ease-
of-use or convenience benefits
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Consumer Voted
Winners for 2013

31. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
Convenience apps: making it easier to
interact with the brand
Harvard Business Review, March 2013:
“4 out of 5 people dislike pop-up mobile ads.”
“Stop focusing on mobile ads and focus on mobile apps”
Starbucks: Customize, order and
pay on your phone
Walmart: view promotions, search
items, purchase and track orders
Olay UV Monitor
(Australia)
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32. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
value • convenience • health • innovation
SHOPPER NEEDS DRIVING
ENGAGEMENT
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33. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
value • convenience • health • innovation
SHOPPER NEEDS DRIVING
ENGAGEMENT
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34. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
Health concerns are strong and universal
85% “I am very
concerned about the
health of my family”
34
Please indicate how much you agree or disagree with each of the following statements. n= 3858

35. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
American shoppers are concerned with
specific health conditions or diseases
PRIMARY HEALTH CONCERNS – RANK (% CITING)
1
2
3
4
5
6
7
8
9
OBESITY
HIGH BLOOD PRESSURE
HIGH CHOLESTEROL
CANCER
HEART DISEASE
BACK OR NECK PAIN
DIABETES
ARTHRITIS
HEADACHES/MIGRAINES
n = 4,888Which of the following diseases or health conditions are you MOST concerned about in regard to your personal health? Please
pick the one you are most concerned about.
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2
3
4
1
6
7
5
8
9
1
5
4
3
6
8
2
9
7
2
4
6
1
5
7
3
9
8
CAN MEX CHN
MOST VARIATION
MOST UNIVERSAL

36. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
Many Americans are trying to live
healthier lifestyles
84% “I am trying to eat healthier snacks”
81% “I am paying more attention to food labels”
76% “I am trying to control my portion sizes”
67% “I plan to be more active in the next year”
58% “I’m often trying to lose weight”
36
Please indicate how much you agree or disagree with each of the following statements. n= 3858

37. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
Talking to Shoppers – Labels and Nutrition
39
VIDEO

38. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
1 in 2 shoppers seek out health info online
Top 10 Websites for Health & Nutrition Information
40
What is your favorite website for health or nutrition information? (OPEN ENDED) n= 1461
1
2
3
4
5
6
7
8
9
10

39. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
value • convenience • health • innovation
SHOPPER NEEDS DRIVING
ENGAGEMENT
42

40. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
value • convenience • health • innovation
SHOPPER NEEDS DRIVING
ENGAGEMENT
43

41. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
Keeping up with innovation
76% “I like trying new products”
64% “I look for products that are innovative”
48% “When shopping, I actively look for products that are new
and different.”
44
Please indicate how much you agree or disagree with each of the following statements. n= 85,451

42. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
HEALTH
BEAUTY/PERSONAL CARE
HOUSEHOLD CARE
FOOD
71%
64%
65%
50%
Consumers believe new is usually
improved
RESEARCH & DEVELOPMENT IS CONSTANTLY
LEADING TO BETTER PRODUCTS IN…
45
Please indicate how much you agree or disagree with each of the following statements. n= 4894+

43. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
Sampling, TV and retail channels seen as good
at conveying information about new products
77%
67%
60%
57%
56%
56%
55%
SAMPLES IN STORE
TV ADS
CIRCULARS
DIRECT MAIL
RETAIL DISPLAYS
RETAIL CATALOGUE
IN-STORE SIGNAGE
USEFUL MEDIA TO LEARN ABOUT NEW PRODUCTS
(Among Users of Medium, Extremely/Somewhat Useful)
46
How useful are the following in helping you learn about or becoming interested in new products? n= 2105

44. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
Consumer will engage with brands for
samples
WHY?
Word cloud of 3300+ responses (2012 BrandSpark Canadian Shopper Study)
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47% LIKED A CONSUMER BRAND ON FACEBOOK
n= 1587
Are you a fan or part of a Facebook group for any consumer brands on Facebook?

45. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
While “new” drives interest, recommendations
are influential to purchase
82% If I find a product that I like, I will encourage friends
and relatives to purchase this product
70% I am likely to buy a product that is recommended by
others
Get Peer Recommendation
31%
Check Online Reviews 30%
48
Which of the following activities have you done with your smartphone while
shopping in-store?
Please indicate how much you agree or disagree with each of the following statements.
Which of the following activities have you done with your smartphone while shopping in-store? n= 1233

46. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
Shoppers feel short of money and time. Convenience is important in
product innovation and in the apps consumers choose to use.
Summary: Address core shopper needs to drive
engagement.
Consumers believe that R&D driven innovation really does lead to better
products. They want the latest and best at fulfilling their needs.
Shoppers work to save money. Print circulars and coupons are as
popular as ever while related apps are catching on quickly.
Health concerns are strong and universal. Americans are trying to live
and eat healthier and need information to support that. Healthier
products are resonating.
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47. Mobile Marketing Association 2013 BrandSpark/BHG American Shopper Study
Thank you for your time and attention.
www.brandspark.com
Robert Levy
President, BrandSpark International
RLevy@BrandSpark.com
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