Mobile Holiday Shopping Survey: More Likely to Use Mobile Devices to Find Stores

Mobile holiday shopping is poised to be a major trend during this holiday season, according to Marketing Land. And while there are many opportunities for families and individuals to actually shop on their mobile devices, they can also use them as a research tool to find stores or compare prices when shopping in stores. So what do consumers think about this growing trend? We asked about 1,000 respondents about their thoughts on mobile holiday shopping.

mobile holiday shopping

Holiday Shoppers

In Ask Your Target Market’s latest survey, 66% of respondents said they are likely to do some holiday gift shopping this year. Of those respondents, just 4% said they’ve already finished all of their holiday shopping this year. 8% said they’re likely to finish their gift shopping early this month. 20% are likely to finish their shopping by the end of November. 38% said they’re likely to finish their holiday shopping around the beginning of December. 17% are likely to finish their shopping late in December. And 12% are unsure.

Mobile Holiday Shopping

76% of holiday shoppers said that they’re likely to buy items online this holiday season. 74% said they’re likely to shop in stores. And just 11% said they plan on shopping on mobile devices this holiday season.

But actually making purchases on mobile devices is just one way that those mobile devices can help shoppers this holiday season. 47% of holiday shoppers said that they’re at least somewhat likely to use their mobile device to look for deals or locate stores during this holiday season.

Shopping Apps

More specifically, 10% of holiday shoppers said that they have many different shopping apps on their smartphone or mobile device. 35% have one or two such apps. 45% said they don’t have any mobile shopping apps. And 10% don’t have a mobile device. Amazon was the most popular mobile shopping app mentioned by respondents. Walmart, eBay, Ibotta and Target were also popular.

Key Takeaways

Holiday shoppers are still much more likely to shop in stores and online than they are to shop using their mobile devices. But more consumers are likely to use those mobile devices as a supplementary tool when it comes to shopping. For retailers, what that means is that it could be more worthwhile to focus on making information like store locations, hours and product prices easily accessible for mobile consumers than it would be to focus on actual mobile purchases. But for those retailers that do want to increase mobile purchases, it seems that there are more people who already have mobile shopping apps than there are people who plan on doing some mobile shopping this holiday season. So retailers could use push notifications to alert customers about great deals or even offer exclusive pricing to app users in an effort to get more people to download specific shopping apps.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Fashion app Swipe&Shop by Daria Nepriakhina under CC BY 2.0

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on October 31-November 4 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.