Time to Start Thinking About the Holidays … and Mobile - eMarketer

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Time to Start Thinking About the Holidays … and Mobile

Mobile research, purchase intent rise among holiday shoppers

August 17, 2015

The holidays are just a few months away, and consumers are already thinking about how they’ll check off everything on their lists this year. Recent research suggests that mobile will continue to increase its role as holiday shopping research assistant during the 2015 holiday season.

US Internet Users Who Plan to Research vs. Purchase More Frequently* via Smartphone/Tablet During the Holiday Season, July 2015 (% of respondents)

In July 2015 polling by Signal, more than two-thirds of US adult internet users planned to research purchases more frequently via smartphones and tablets this holiday season than they did last year. While mobile remains an upper-funnel shopping activity, an impressive 60% of respondents intended to increase mobile holiday buying activity.

The large majority of respondents—80%—planned to purchase items for themselves (in addition to loved ones) during the holiday season. Among this group, desktops trumped the store as the most popular device for completing such transactions, at 67% and 57% of respondents, respectively. Smartphones, which trail other devices for conversion rates, were more common than tablets for personal purchases during the holidays, at 53% vs. 40%.

Signal found that overall, digital buyers wanted deals and personalization, no matter their mode of buying. Fully 84% said retailers should provide them with relevant discounts everywhere they shopped, and 54% said the same about personalized experiences.


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