A Very Merry Mobile Christmas Starts on Thanksgiving
Published on 26 Nov 2014
With the rapid adoption of mobile devices and mobile payment capabilities, it should come as no surprise that many brands now see the majority of their traffic, customer interactions and transactions taking place on mobile devices. This critical mass is what we like to call the Mobile Majority.
Now with holiday forecasts and surveys galore, mobile devices are projected to account for 53% of online shopping (IBM’s Quarterly Retail Forecast) and 31% of all online sales on Thanksgiving (Adobe holiday shopping forecast, PDF).
Here’s a collection of some of the best mobile holiday projections and stats that we’ve seen:
Digital customer interactions are now set to influence 50% of in-store sales. Deloitte’s “The New Digital Divide" notes that 84 percent of shoppers use digital tools before and during their trip to a store, and they convert or make a purchase at a 40 percent higher rate than those who do not use such devices during their shopping journey.
Smartphone adoption is driving digital’s growing influence on offline sales. Forrester states “…this growth in cross-channel sales … also known as web-influenced sales … can be attributed to US online consumers increasingly using their phones in retail stores to research products online. Retailers would be wise to see this growing trend as the new normal…” (US Cross-Channel Sales To Grow As More Consumers Use Their Phones For Research in Retail Stores, Forrester Research, Inc. July 24, 2014).
Digital coupons increase conversion rates. 64% of consumers surveyed said a promotion or a coupon often closes the deal if they are wavering or undecided on making a purchase (The State of Digital Coupons, Forrester Consulting/RetailMeNot, Aug., 7, 2014).
A significant portion of holiday purchases during is shopping for oneself. During Thanksgiving weekend, in fact, 56% of consumers who purchased online said they bought products for themselves compared to 42% who purchased gifts for others. (US Online Holiday Forecast, 2014, Forrester Research, Inc., Nov. 13, 2014).
Many consumers are willing to use new digital tools for in-store shopping. More than three-quarters (76%) of respondents said they would definitely use or would be willing to try mobile services that provide them with real-time promotions and offers as they shopped in-store if those services were offered (2014 Accenture Holiday Shopping Survey - U.S. Results, Oct. 17, 2014).
iBeacon use is expected to double next year. Up from 18% of mobile marketers that plan to use it for consumer proximity targeting this year, according to Adobe’s holiday shopping forecast.