The new survey found that 59
percent of mobile consumers plan to use their mobile phone for holiday
shopping and planning holiday celebrations, not including making phone
calls. Fully 25 percent of all mobile consumers said they were using
their mobile phone more for holiday shopping and celebrating this
holiday season as compared with the 2009 season.
Among the 59 percent of mobile consumers intending to use their mobile
phones for holiday shopping and celebration planning, aka "mobile
holiday shopper," this holiday season, 64 percent of
mobile holiday shoppers expect to use their mobile phone before going to
a store, and 12 percent anticipate using their device to respond to a
TV, billboard or newspaper ad.Other interesting facts from the survey:
Hispanics and adults ages 25-34 are the demographic groups most likely
to use their phone to a great extent for holiday shopping and
- Thirteen percent of mobile holiday shoppers expect to use their phone to purchase or pay for gifts (13%).
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.
music, consumer electronics and books are the top gift types that
mobile holiday shoppers thought would be helpful to shop for using a
- 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.
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."
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