The holiday season is picking up steam, and with it, a rash of studies documenting where, how, and for what consumers will shop. Most of these studies point to a significant role for mobile devices in the shopping process: Anywhere between two-thirds and four-fifths of smart phone owners plan to use their devices as shopping tools, depending on the survey, with the most common activities being to compare prices and find locations. The research also finds that retailers are increasing their investments in mobile to meet consumer behavior head-on.
It’s certainly not a surprise that consumers will be using their mobile devices as shopping companions this holiday season, as multiple studies have pointed to their growing role in retail throughout the year (here’s one such study on mobile’s influence on in-store sales). The latest research looks to quantify how common mobile shopping will be, and what key activities shoppers will perform. According to a Google and Ipsos survey released this week, 4 in 5 mobile device owners (smart phone or tablet in this case) will use their devices to assist them in their holiday shopping. Among those who use a smart phone regularly, 45% will compare prices, 44% will find a nearby store based on their location, 39% will look for coupons, and 34% will read reviews. Read the rest at MarketingCharts.