While holiday shoppers are using multiple devices—PCs, TVs, smartphones, and tablets—to shop for gifts, many purchases are actually being made on their mobile devices.
For example, mobile traffic accounted for 41.2 percent of all online traffic on Cyber Monday, up 30.1 percent over 2013, according to IBM Digital Analytics Benchmark. Plus, mobile sales soared 27.6 percent on Cyber Monday to account for 22 percent of all online sales. Notably, from Thanksgiving through Cyber Monday, mobile sales jumped 27.2 percent, compared to the same period in 2013.
"A lot of this has to do with merchants making it easy for consumers to buy items on their [mobile devices]," Mary Monahan, executive vice president and research director for mobile at Javelin Strategy & Research, told Retailcustomerexperience.com.
Meanwhile, a new online survey of 2,000 adults found that consumers are using multiple devices—mainly PCs—to make their purchase decisions. The majority of shoppers (74 percent) are using their PCs to shop for holiday gifts, while 40 percent are using smartphones and 36 percent rely on TVs, the survey, conducted by Harris Poll for the Interactive Advertising Bureau and Verizon, found.
Still, nearly two-thirds of consumers said they plan on researching or purchasing products via their smartphones this holiday season.
"We see this research as reflecting the growing importance of smartphones among the multiplicity of screens, media devices at consumers' disposal, reflecting an opportunity for marketers to reach consumers at the time and place where they are already shopping—on their phones," said Anna Bager, senior vice president of mobile and video for IAB.
The survey found that the most popular products and services that shoppers are researching or buying on their mobile phones are: clothing (36 percent); dining out (31 percent); music, video and/ or books (29 percent), toys and games (29 percent), and consumer electronics (29 percent).
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