Content Engagement In-store • Nearly six-in-ten have used a smartphone or other connected device while in-store. Common information needs in-store are reviewsand price comparisons. ‒ Millennials are much more likely to use their smartphone or other device while in-store, with 71% saying they’ve done this (66% among Generation X; 42% among Baby Boomers). ‒ Baby Boomers are most likely to use a device in-store for price comparisons (59%) or online coupons or offers (59%), while Millennials and Generation X are most likely to use a device in-store to read reviews (67% and 61%, respectively). REVIEWS 62% PRICE COMPARISONS OR SHOPPER 55% HELPER SITES ONLINE COUPONS OR OFFERS 54% VIDEOS SHOWCASING THE PRODUCT 16% OTHER 1% INFORMATION USED ON SMARTPHONES TO INFORM PURCHASE DECISIONS © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.