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During the previous holiday season, 61% of shoppers' online purchases were made on a smartphone, a 27% increase YOY.

Google/Ipsos, U.S., Omnichannel Holiday Study, n=5,543 online Americans 18+ who shopped in the past two days. [Occasional: Holiday shopping occasions for shoppers who have conducted activity in p48h and made an online purchase (n= 3918), Nov. 2018–Jan. 2019.

Related Data

63%

of smartphone users are more likely to purchase from companies whose mobile sites or apps offer them relevant recommendations on products they may be interested in.
Google/Ipsos
51%

of smartphone users are more likely to use a company or brand’s mobile app when browsing or shopping on a smartphone because they can get rewards or points.
Google/Ipsos
50%

of smartphone users are more likely to use a company or brand’s mobile site when browsing or shopping on a smartphone because they don’t want to download an app.
Google/Ipsos
30%

of smartphone users are more likely to use a company or brand’s mobile site when browsing or shopping on a smartphone when making a one-time purchase.
Google/Ipsos
58%

of smartphone users feel more favorable toward companies whose mobile sites or apps remember who they are and their past behavior.
Google/Ipsos
60%

of smartphone users have contacted a business directly using the search results (e.g., “click to call” option).
Google/Ipsos