According to new research quoted in Mobile Marketer Magazine, mobile will play an even larger role in the holiday shopping season than it did in 2012. The Hipcricket 2013 Holiday Mobile Commerce Survey found that 42 percent of respondents will shop more on mobile devices this holiday season compared to 2012,” said Doug Stovall, chief operating officer at Hipcricket, Kirkland, WA. “This means that the total number of mobile purchases should increase significantly, as the survey also found that in the past six months, close to 59 percent of smartphone users made at least one purchase on their device,” he said.
Mobile commerce is playing an increasingly large role as a driver of consumer purchases in two ways, first as a driver of total sales as more consumers make purchases on their mobile devices, and second as a shopping research tool driving customers to stores or back to PC’s and tablets to complete their purchases.
Further in the article, the author notes that, “While tablets tend to be thought of as the device of choice for shopping, the Hipcricket report shows that consumers have similar habits on both tablets and smartphones. In the past six months, 58.8 percent of the respondents had made a purchase on a smartphone, and 56 percent had made a purchase on a tablet.”
The upshot is that retailers need to be considering their mobile strategies this season in concert with their other promotional strategies, or they risk missing out on a major portion of consumers looking for Holiday gifts.