Millenials, Others' Use of Mobile for Holiday Shopping Soars

Holiday shoppers are getting started early this year and a majority are shopping or buying using their smartphones, according to new studies.

88 percent of all millennial smartphone owners plan to use their devices for holiday shopping this year, compared to 76 percent of all smartphone owners, according to a new Google study.

Still, 17 percent of adults age 35 and above who own smartphones plan to make a holiday purchase on their phones, up 13 percent, according to Google. And, 41 percent of adults and 76 percent of all smartphone owners plan to use their devices for holiday browsing, a 17 percent increase from last holiday season.

Google expects mobile holiday shopping to spike the weekend following Black Friday, which has traditionally represented heavy traffic for brick-and-mortar stores. "Online commerce is still a smaller portion of total holiday sales for many retailers – but it's growing, particularly on mobile," Scott Falzone, retail industry director at Google, Mobile Commerce Daily reported.

Another new study from branding agency SGK Inc. found that about a quarter of U.S. consumers started shopping early, many using their mobile devices.  Of early shoppers – those who began shopping in September – who will spend more this holiday season, 79 percent say they use their mobile devices at least occasionally to research products.

In addition, 79 percent of mobile users who will spend more say they compare and purchase from other retailers' web sites while shopping in stores. 72 percent also plan to request a price match.

For more, see:
This Internet Retailer article
This Mobile Commerce Daily article

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