Two-Thirds of Mobile Users Plan to Holiday Shop In-Store with Their Device in Hand
Mobile
November 6, 2012 -- New analysis from the research platform Prosper Mobile Insights™ shows how smartphone and tablet users are likely to engage with their devices for holiday shopping. Key Points:
- The majority of mobile holiday shoppers (55.3%) surveyed plan to research, purchase, locate stores, make lists, or assist with other shopping tasks.
- Six out of 10 mobile holiday shoppers (61.9%) say they will use their device primarily to read product reviews, compare prices between brick-and-mortar shops and online stores, and to purchase products. The other 38.1% say they will use mobile technology for organization—keeping gift lists and planning shopping trips around sales.
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The most popular items shoppers say they will research via mobile while in-store: electronics (69.1%), clothing (50.4%) and entertainment media (45.7%).
- The most popular items shoppers say they will purchase via mobile while in-store: electronics (41.2%), entertainment media (39%) and clothing (36.7%). Only 14.9%of respondents stated they would not make an actual purchase via their mobile device.
- When asked at what point they plan to make the most use of their smartphone or tablet holiday shopping, respondents said:
- During my planning/research stage - 49.6%
- During my shopping/in-store stage - 42.6%
- Post-shopping stage (sharing my shopping experiences with others) - 7.8%
- Mobile activities respondents said they would engage in while shopping In a store this holiday season (respondents could check all that applied):
- Compare prices with another physical store - 66.0%
- Compare prices with an online retailer - 59.7%
- Read product reviews to decide between products - 48.1%
- “Check in” for a discount - 40.3%
- Scan a QR code to get more information about a product - 39.9%
About: The Prosper Mobile Insights Mobile Survey was conducted October 2012, among 333 smartphone and tablet users (ages 18+) on their devices. Gender: male (56%), female (44%). Average respondent age: 46.The margin of error=5.4%
Source: Prosper Mobile Insights, Mobile Holiday Shopping Report: 2 in 3 Mobile Holiday Shoppers Plan to Compare Prices In-Store via Smartphone/Tablet, accessed November 6, 2012.
