Great news for U.S. retailers: 70 percent of consumers plan to use their smart phones for shopping this holiday season, according to a new survey. Deloitte's 2013 Annual Holiday Survey also revealed an increase in consumer confidence, projecting a 12 percent increase in holiday spending over last year.
Consumers who will use smartphones for holiday shopping are expected to spend $480 on gifts and $1,494 total, and omnichannel consumers plan to spend $558 on gifts and $1,643 total.
The annual survey of more than 5,000 consumers shows significant gains in the connection between customers and brands via mobile technology. Though retailers are now reaching over 60 percent of customers through smart phones and other mobile devices, most of the use is not for direct sales.
"Mostly, it's not for buying things through their phone, but they use it for finding a store location or checking on prices and getting more product information," Alison Paul, vice chairman at Deloitte, told Mobile Commerce Daily. The survey found that 44 percent of consumers use their smart phones for reading reviews, 36 percent use them for receiving discounts and coupons, and 32 percent use them for scanning product barcodes.
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