The Impact of Mobile on Holiday Shopping

Mobile ShopperWe recently partnered with Search Engine Land to learn about how the use of smartphones and mobile devices are impacting consumers’ holiday shopping behaviors. ‘Tis the season after all.

With SurveyMonkey Audience–a dynamic online tool that lets you target specific demographics–we surveyed over 400 consumers and began collecting a ton of data on all things mobile and retail.

As the data shows us, mobile is truly becoming a critical part of the shopping experience. Consider them retail lifelines if you will. While it might not be a huge surprise to find that well over half of people (66%) use their mobile devices in brick and mortar stores to research gifts, hunt for discounts and compare prices, you might be surprised to learn that buying items on mobile is not yet the norm. Over 30% just don’t do it because frankly, completing payment transactions on a small slippery screen is still a pain in the neck (or thumb!) for most.

As reported by Marketing Land, people want websites that load quickly and completely–in other words, don’t force them to scroll down, and down and down some more.

So, what’s the most important feature of the mobile shopping experience? Keep reading, folks!

Here’s what we learned.

  • 1-Click ordering is the most important feature for iPhone users while shopping on mobile, but only 6% of Android users agreed.
  • No scrolling! 33% of Android users hate doing this vs. 26% of those with iPhones.

Smartphones are like personal shopping assistants.

  • A whopping 66% of people rely on their devices for help.
  • Amazon comes out on top in terms of comparison shopping online (31%).
  • People do still use their phones to call others! Over a quarter of folks ring up friends and family for gift advice.
  • There’s a near even split between 27% who look at product reviews and 28% who send pictures to others for opinions.

What’s the difference in shopping habits between men and women?

  • Men tend to not rely on their mobile devices when shopping (41%), while only 29% of females said the same.
  • Men also like to comparison shop on smartphones more than women when shopping in a store (35% vs. 27%).
  • The ladies are twice as likely to search for coupons or offers while in a store than the gents.

How does income affect people’s holiday mobile shopping habits?

  • People who earn $100k–$150k appear to be the most frugal. 49% comparison shop while in a store vs. less than 30% for those that earned less than $100k.
  • Those who earn under $25k annually are are the most likely to call loved ones for shopping advice.
  • Respondents in the $25k–$50k income bracket are the most likely to scan barcodes or QR codes.

What can you do if you’re a retailer looking to make this the best holiday shopping season possible? Understand that mobile is here to stay and it’s important to know your customer base. Based on the results from this study, shoppers are likely to have a smart phone and they’ll definitely be using it in your store. How they use it can depend on gender as well as their income. So don’t shy away from mobile shopping–embrace it.

Happy shopping and happy surveying, everyone!

Ready to get started with SurveyMonkey Audience yourself? Visit our resource page for more info. Or learn more about mobile surveys.

Questions or comments for Eli? Let him know below.

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