{"id":4877,"date":"2015-12-02T13:39:43","date_gmt":"2015-12-02T12:39:43","guid":{"rendered":"https:\/\/academy.visiplus.com\/blog\/?p=4877"},"modified":"2016-08-17T08:24:58","modified_gmt":"2016-08-17T07:24:58","slug":"enquete-iab-la-generation-y-des-consommateurs-actifs-sur-mobile","status":"publish","type":"post","link":"https:\/\/academy.visiplus.com\/blog\/mobile-web\/enquete-iab-la-generation-y-des-consommateurs-actifs-sur-mobile-2015-12-02","title":{"rendered":"Enqu\u00eate IAB : la g\u00e9n\u00e9ration Y, des consommateurs ultra actifs sur mobile"},"content":{"rendered":"<p>Les consommateurs sont toujours plus nombreux \u00e0 consulter leurs mobiles avant d&rsquo;acheter. Pour autant, ils n\u2019adoptent pas tous les m\u00eames comportements. Actifs et avis\u00e9s, les Mill\u00e9nials ou g\u00e9n\u00e9ration Y, ont fait de leur smartphone un v\u00e9ritable assistant shopping.<\/p>\n<p>Black Friday et Thanksgiving aux Etats-Unis en sont les preuves\u00a0: un nombre croissant d&rsquo;achats se produisent sur les appareils mobiles. En perp\u00e9tuelle \u00e9volution, les usages des consommateurs ont \u00e9t\u00e9 pass\u00e9s au crible lors d\u2019une enqu\u00eate men\u00e9e par <a href=\"http:\/\/www.iab.com\/news\/critical-differences-in-digital-shopping-habits-between-age-groups-identified-by-iab-report\/\" target=\"_blank\">IAB.<\/a> R\u00e9sultat\u00a0: les Mill\u00e9nials ou g\u00e9n\u00e9ration Y (18-34 ans), demeurent les plus actifs sur mobile faisant de leur smartphone un v\u00e9ritable assistant personnel d\u2019achat en boutique.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4888\" style=\"border: 1px solid black;\" alt=\"Holiday Shopper Playbook - IAB-Digital-Shopping-Report\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2015\/12\/Holiday-Shopper-Playbook-IAB-Digital-Shopping-Report.jpg\" width=\"718\" height=\"528\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2015\/12\/Holiday-Shopper-Playbook-IAB-Digital-Shopping-Report.jpg 718w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2015\/12\/Holiday-Shopper-Playbook-IAB-Digital-Shopping-Report-300x220.jpg 300w\" sizes=\"auto, (max-width: 718px) 100vw, 718px\" \/><\/p>\n<p>Comparer les prix, v\u00e9rifier les stocks, localiser les magasins et leurs heures d\u2019ouvertures \u2026 En plus d\u2019un gain de temps consid\u00e9rable, le smartphone la mobilit\u00e9 comme dimension suppl\u00e9mentaire et primordiale. Outil indispensable de pr\u00e9paration des achats \u00e0 l\u2019approche des f\u00eates de No\u00ebl, le smartphone met en lumi\u00e8re de nouveaux comportements d\u2019achat, diff\u00e9rents selon les \u00e2ges des mobinautes.<\/p>\n<p>Et pour cause, si les plus \u00e2g\u00e9s sont encore habitu\u00e9s \u00e0 effectuer leurs achats directement en magasin, leur activit\u00e9 d&rsquo;achats li\u00e9e au smartphone s\u2019arr\u00eatant \u00e0 la v\u00e9rification des heures d&rsquo;ouverture et les emplacements des commer\u00e7ants\u00a0; la g\u00e9n\u00e9ration Y elle, se veut plus active et avis\u00e9e. Plus susceptibles que les autres groupes de consommateurs \u00e0 acheter depuis les smartphones, les Mill\u00e9nials sont des adeptes de la tendance Web-to-Store, ce comportement d\u2019achat par lequel le consommateur effectue une recherche d\u2019informations sur Internet avant d\u2019aller effectuer son achat ou directement le retirer apr\u00e8s commande, en point de vente.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4889\" style=\"border: 1px solid black;\" alt=\"Holiday Shopper Playbook - IAB-Digital-Shopping-Report2\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2015\/12\/Holiday-Shopper-Playbook-IAB-Digital-Shopping-Report2.jpg\" width=\"718\" height=\"540\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2015\/12\/Holiday-Shopper-Playbook-IAB-Digital-Shopping-Report2.jpg 718w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2015\/12\/Holiday-Shopper-Playbook-IAB-Digital-Shopping-Report2-300x225.jpg 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2015\/12\/Holiday-Shopper-Playbook-IAB-Digital-Shopping-Report2-330x249.jpg 330w\" sizes=\"auto, (max-width: 718px) 100vw, 718px\" \/><\/p>\n<p>Partant de ce constat, int\u00e9grer <a href=\"https:\/\/academy.visiplus.com\/formation-mobile-marketing.php\" target=\"_blank\">l\u2019approche mobile dans sa strat\u00e9gie marketing<\/a> pendant les f\u00eates pour augmenter ses ventes parait in\u00e9luctable. Pour commencer, VISIPLUS vous donne un coup de pouce avec<a title=\"Les cl\u00e9s d\u2019un site mobile-friendly r\u00e9ussi\" href=\"https:\/\/academy.visiplus.com\/blog\/mobile-1\/les-cles-dun-site-mobile-friendly-reussi-2015-12-01\"> les cl\u00e9s d\u2019un site mobile-friendly r\u00e9ussi<\/a>.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les consommateurs sont toujours plus nombreux \u00e0 consulter leurs mobiles avant d&rsquo;acheter. Pour autant, ils n\u2019adoptent pas tous les m\u00eames comportements. Actifs et avis\u00e9s, les Mill\u00e9nials ou g\u00e9n\u00e9ration Y, ont fait de leur smartphone un&#8230;<\/p>\n","protected":false},"author":5,"featured_media":4883,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[314,149],"tags":[204,29,9,340],"class_list":["post-4877","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mobile-marketing","category-mobile-web","tag-millenials","tag-site-mobile-2","tag-smartphone","tag-web-to-store"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.9-RC5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Enqu\u00eate IAB : la g\u00e9n\u00e9ration Y, des consommateurs ultra actifs sur mobile - VISIPLUS academy<\/title>\n<meta name=\"description\" content=\"Les consommateurs sont toujours plus nombreux \u00e0 consulter leurs mobiles avant d&#039;acheter. Pour autant, ils n\u2019adoptent pas tous les m\u00eames comportements.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/academy.visiplus.com\/blog\/mobile-web\/enquete-iab-la-generation-y-des-consommateurs-actifs-sur-mobile-2015-12-02\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Enqu\u00eate IAB : la g\u00e9n\u00e9ration Y, des consommateurs ultra actifs sur mobile - VISIPLUS academy\" \/>\n<meta property=\"og:description\" content=\"Les consommateurs sont toujours plus nombreux \u00e0 consulter leurs mobiles avant d&#039;acheter. 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