Will smart-phones and mobile devices make a difference in holiday shopping this year? Chuck Martin, CEO of the Mobile Future Institute, recently pointed to a MarketLive study that yielded these results:
- 21 percent plan to buy gifts via a mobile device – almost double compared to last year.
- 43 percent plan to redeem coupons when making an in-store purchase.
- 28 percent plan to research gifts on a mobile device during a store visit.
- 18 percent plan to purchase gifts as a result of a text message from the retailer.
To cite the MarketLive study: “Last year, only 3 percent planned to use mobile as their shopping channel of choice,” said Martin. “This year, 16 percent plan to use mobile for overall gift-buying, compared to 19 percent who plan to buy in the store. Mobile is a retail game-changer, transforming the entire shopping process of researching, price-comparing and buying to one of all-the-time, without location dependence. Agencies, brands and retailers that don’t account for this will be surprised in January yet again.”
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