The majority of smartphone owners who use their devices to shop will do so this holiday season, and those retailers with mobile apps will likely capture the most traffic.
Roughly 83 percent of shoppers will use a smartphone for holiday shopping, according to the recently released "2015 GPShopper/comScore Holiday Mobile Shopping Survey". The majority of shoppers will use a smartphone to research products (54 percent) and compare prices (46 percent).
Retailer apps are becoming more important to holiday shoppers according to the study. About half of mobile shoppers will rely on mobile apps and mobile websites during the holidays for coupons, and nearly four in 10 will access loyalty accounts on phones.
Close to 75 percent of mobile shoppers have their favorite retailer's mobile app, and more than two-thirds of those shoppers have had the app on their phone for six months or more.
"Mobile phones have never been more important to holiday shoppers than they are this holiday season; mobile shoppers rely on their phones in general, and their favorite retailer's app in particular, to help them bust through hectic stores to find exactly what they are looking for, and often to avoid stores completely," said Bill Siwicki, VP of mobile strategy and research at GPShopper. "Retailers need to ensure their apps and sites provide all the tools mobile shoppers need to shop during the holidays, or risk losing shoppers to competitors with better mobile offerings."
Retailers have been building out apps and adding features in advance of the holiday season. Mobile will play a huge role in how and where people shop this year, and digital channels are expected to influence close to 64 cents of every dollar spent in-store.
But some use cases have yet to be proven. For example, many retailers are busy creating visible inventory that lets shoppers see product availability, but just 22 percent of respondents in the GPShopper survey plan to use that feature this season.
Organization tools, however, could prove popular. Most shoppers plan to use apps to track deals, manage Black Friday sales and similar promotions, build wish lists, or communicate with friends and family about purchases and gift items.
-See this GPShopper/comScore survey
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