Consumers Have Themselves a Mobile Little Holiday

October 24, 2011

nrf-smartphone-tablet-holiday-oct-2011.JPGMany US smartphone and tablet owners plan to use their mobile devices to aid holiday shopping this year, according to the National Retail Federation (NRF) 2011 Holiday Consumer Intentions and Actions Survey, conducted by BIGresearch. According to the survey, half (52.6%) of those who own a smartphone said they will use their device to research products, redeem coupons, use apps to assist in their purchase, and purchase holiday gifts and items.

Specifically, nearly one-third (31.0%) say they will research products and/or compare prices, 14.1% will purchase products, 17.3 percent will redeem coupons and 15.6% will use apps to research or purchase items. In addition, one-quarter (25.1%) of smartphone owners will use their phone to look up a retailer’s information such as store hours and location.

Tablet Owners Feel Spirit of Season

Tablet owners are even more likely to use their device to aid in their holiday shopping, as seven in 10 (70.5%) tablet owners will research and shop using their device. According to the survey, half (50.8%) of those with tablets will research products and/or compare prices, and more than one-third (34.8%) will actually make a purchase with their device. Tablet owners will also redeem coupons (21.5%), look up retailer information (33.8%) and use apps to research items or purchase products (21.0%).

The Young and the Wireless

When it comes to mobile shopping, young adults present the biggest opportunity for retailers. According to the survey, Americans aged 18-24 are the most likely to use their smartphones (72.2%) and tablets (86.4%) to shop for holiday items this year.

Women are Smarter, But Men Use Smartphones

Men are also considerably more likely than women to use their smartphone and tablet devices to shop for gifts. Almost two in 10 men (17.6%), close to double the just 10.8% of women, who own smartphones plan to purchase products, and four in 10 (38.5%) men with tablets and three in 10 (31.3%) women with tablets will make purchases this holiday season.

e-tailing group: 1 in 3 Online Consumers Perform Mobile Research

Approximately one in three online US consumers have performed one of several mobile shopping research activities in the past three months, according to a study from the e-tailing group and PowerReviews. Data from “The 2011 Social Shopping Study” indicates that a leading 33% of online consumers have both checked for sales and specials and looked up store information such as hours, location and maps via mobile device in the past three months.

About the Data: The NRF 2011 Holiday Consumer Intentions and Actions Survey polled 8,585 consumers and was conducted for NRF by BIGresearch October 4-11, 2011.

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