Advertisement

Survey: 61% Of Millennials Will Use Mobile For Holiday Shopping Tasks

Mobile devices have secured their place in the holiday shopping journey: 61% of Millennials, 50% of Gen X-ers and 32% of Boomers will use one at some point as they browse and shop for the perfect gift, according to a survey by Oath. In fact, a mobile device will be the point of sale for 40% of Millennials, 25% of Gen Xers and 11% of Boomers.

A number of shoppers will increase their direct mobile purchases this season compared to 2017: 16% of Millennials, 13% of Gen Xers and 7% of Boomers. Mobile commerce will represent 43.8% of e-Commerce this year, accounting for 5.4% of all holiday sales, according to eMarketer.

Advertisement

Just 13% of shoppers plan to shop in-store only, while 19% will shop online exclusively (rising to 23% among Millennials). A majority, 62% will utilize both brick-and-mortar and e-Commerce channels. Shoppers also will use their smartphones for tasks such as comparing prices (71%), researching products (69%), discussing gift ideas (61%) and checking product reviews (55%) throughout the holiday season. Some of the most common shopper journeys include:

  • Webrooming (i.e. browsing online and buying in-store): 40% of Millennials, 35% of Gen Xers and 33% of Boomers;
  • Click-and-collect: 35% of Millennials, 33% of Gen Xers and 32% of Boomers;
  • Showrooming (i.e. browsing in-store and buying online): 30% of Millennials, 23% of Gen Xers and 18% of Boomers;
  • Ordering from mobile device: 27% of Millennials, 17% of Gen Xers and 11% of Boomers; and
  • See in-store, buy at another retailer: 23% of Millennials, 17% of Gen Xers and 13% of Boomers.

Retailers should also consider shoppers’ preferred research tools across all online platforms, not just mobile:

  • 47% used search;
  • 27% look at email from retailers;
  • 20% learned about products in articles;
  • 16% saw video ads;
  • 16% saw banner or display ads; and
  • 15% looked at ads in news or content feeds.

Featured Event

Get free access to tactical tips, invaluable insights, and deep-dive conversations that will help you hone your strategies for Q4 and beyond. That way, you can be sure to be on shoppers’ nice lists this holiday season…and all year long.

Advertisement

Advertisement

Access The Media Kit

Interests:

Access Our Editorial Calendar




If you are downloading this on behalf of a client, please provide the company name and website information below: