Survey Shows Almost 40% of Shoppers Will Use Mobile Devices This Holiday Season
A new study published by ad tech company Fluent shows the holiday season is looking to be more mobile than ever.
According to the report, nearly 40% of all US consumers are already planning to make at least one purchase this holiday season from a mobile device. Unsurprisingly, younger consumers appear to be more likely to make purchases from mobile devices compared to older individuals.
For the survey, the company asked almost 2,000 US consumers questions about their holiday shopping plans in late September. The responses showed 39% plan to make at least one purchase on a mobile device, with younger shoppers being increasingly likely to go mobile.
Just less than half of consumers between the ages of 18-44 say they plan to shop on mobile devices, compared to 33% of those 45-years-old or older.
The survey also provides insight into how consumers will be researching their purchases ahead of time, both online and offline. In total, approximately 54% will do the majority of their research online, while 47% will continue to do their research in traditional physical stores.
While online research is becoming a big part of the holiday season, brick-and-mortar stores will still be where shoppers are spending the majority of their money. The survey results show 78% of consumers will do at least half their shopping in stores, while 22 percent said they will do at least half their shopping online.
The survey shows a small discrepancy between genders, as well. Fluent says men are slightly more likely to research products online compared to women.
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