Post Holiday Learnings for 2012

1.2012 | North America, United States

We are beginning to develop a strong understanding of how shoppers engage with their mobile devices and tablets as they make their purchase decisions. We partnered with Ipsos during the 2011 holiday shopping season to uncover the following interesting behaviors that advertisers can leverage all year round:

  • Consumers use their smartphones at many different points in their purchase path. 41% of those who use their mobile phones to help with shopping said they made a purchase directly on their smartphone. 46% said they researched an item on their smartphone then went to a store to make the purchase. 37% said they researched an item on their smartphone then made the purchase online.
  • Consumers who own tablets read product reviews and look for product information more from their tablet devices than from their desktop computer or smartphone. The large screen and portability of the device enables consumers to use it more often and in more places.
  • More consumers used their smartphones to contact a retailer this holiday than in previous years. This is driven by the natural calling ability of phones, access to click-to-call phone numbers on websites and click-to-call ad features that seamlessly connect users to retailers.
  • 80% of smartphone shoppers and 70% of tablet users said they used their device more frequently this year.
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