Hispanics and millenials will likely be the most mobile-savvy shoppers this Black Friday, according to a new study from BiTE interactive.
Forty percent of Hispanics and 37 percent of millenials plan to use mobile apps to find the best prices on Black Friday, according to BiTE's "2013 Black Friday Mobile Commerce Report".
"This isn't surprising, given most mobile shoppers are accustomed to the one-click lifestyle where anything and everything can easily be purchased and on their doorstep in a matter of days," Joe Farrell, executive vice president of operations at BiTE interactive, told Mobile Commerce Daily.
The study also found that mobile users want retailer apps that offer real-time discounts, direct insight into in-store stock, and one-touch ordering within the app.
Forty-seven percent of respondents said that their most desired retail mobile app feature for Black Friday is real-time discounts based on items that they are currently browsing. Thirty-two percent want retailer apps that let them know if items are in-stock or not. In addition, 28 percent of respondents want one-touch ordering, payment and shipment of out-of-stock items.
The growth of the showrooming trend was also evident in BiTE's findings. Eleven percent of respondents said they were very likely to showroom this Black Friday, and 13 percent said they were somewhat likely.
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