Mobile Shopping To Take Off For HolidaysMobile Shopping To Take Off For Holidays
According to the Mobile Marketing Association, 59% of mobile consumers plan to make use of their phone for shopping and planning purposes this holiday season.
The MMA conducted a study with Luth Research, and recently published the results. Not only will cell phones be central to holiday planning this year for 59% of mobile consumers, but 64% said they plan to use their phones to help scout out deals before leaving for the stores.
"U.S. consumers increasingly view their mobile phone as their go-to device for shopping and managing their lives, and this survey shows how that trend will play out this holiday season," said Peter A. Johnson, vice president of market intelligence, MMA, and author of the study.
"Marketers, brands and merchants that ignore or underestimate this trend risk missing out on a powerful new opportunity for reaching and serving virtually every demographic group. The good news is that the October 2010 U.S. Mobile Consumer Briefing provides a wealth of insights that they can apply when developing and executing their 2010 holiday strategies."
The study also concluded that:
Asians, Hispanics and adults ages 25-34 are the demographic groups most likely to use their phone to a great extent for holiday shopping and celebration planning.
Thirteen percent of mobile holiday shoppers expect to use their phone to purchase or pay for gifts.
Searching for locations where a gift is sold, and comparing prices, are the two most common holiday-related tasks that mobile holiday shoppers anticipate using their mobile phone for.
Movies, music, consumer electronics and books are the top gift types that mobile holiday shoppers thought would be helpful to shop for using a mobile phone.
Among mobile holiday shoppers, Hispanics and Asians were more likely to think that toys or games would be helpful to shop for with a mobile phone.
The proliferation of helpful shopping tools, such as ShopSavvy, and barcode scanners, will surely be a boon to holiday shoppers. These often help reduce the pain points of traveling from store to store to store to find the best deal. Further, having access to official apps and web sites from retailers such as Best Buy, Target, Wal-Mart and Home Depot will further ease the pain of holiday shopping.
"Holiday shoppers are always in a time crunch, and in this economy, they're in a budget crunch, too," said Jacqueline Rosales, EVP, Business Development & Client Service, Luth Research. "Both of these factors have them relying on their mobile phone more than ever as a tool for finding bargains, the right gift and the quickest way to get to a particular merchant. This dependence makes the mobile channel a highly effective way for brands, marketers and merchants to reach consumers this holiday shopping season, including by mobile-enabling campaigns that involve traditional media."
The study was conducted in October, and surveyed 1,000 adults.
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