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64pc of holiday shoppers plan to use mobile device more in 2012: study

January 19, 2012

Mobile commerce was a hit for holiday 2011

After a season of explosive growth for mobile commerce, a study commissioned by Motricity found that 64 percent of mobile holiday consumers plan to use their devices to shop more in 2012.

According to the study, not only were consumers shopping more via mobile, users also had a positive shopping experience. Mobile gift cards, coupons and ratings were especially hot areas for mobile shopping in 2011.

Mobile convenience
The study took results from 664 American adults who were 18 years or older from Dec. 27 and Jan. 3 and were collected via email and an online study.

This holiday season, consumers were more interested in creating a convenient shopping experience with 24 percent of respondents saying that they used mobile to multitask their holiday shopping. Twenty-three percent said they used mobile shopping to avoid the crowds.

Thirty-eight percent of consumers used mobile to purchase a gift this holiday season, showing the growing number of users who are using mobile to make substantial purchases. Out of the consumers who bought gifts on mobile platforms, shoppers tended to be younger with 41 percent of consumers aged 18 – 24 saying that they bought at least one gift via mobile.

Similarly, consumers are used mobile to save money with 37 percent of consumers used mobile to either sign up or redeem a digital coupon.

Twenty-nine percent of consumers in the study used mobile to maintain a digital gift list or to send gift ideas to friends and family.

This holiday season, consumers were also more likely to fork their information over to retailers to receive messages from the companies with 28 percent of survey respondents saying they gave contact information to a retailer.

Twenty-seven percent of consumers rated a product or service via mobile.

Jolly holidays
Ninety-three percent of mobile holiday shoppers say they had a positive experience with mobile shopping this season.

According to the study, 64 percent of mobile shoppers plan to shop on mobile more in 2012 based on their experience this past holiday season. Thirty percent of shoppers say they plan to shop about the same this year as they did last year.

With consumers shopping more on mobile, users are also becoming more dependent on their devices.

Nine percent of respondents checked their device during a religious service, and 24 percent their phone during a holiday dinner.

Twenty-seven percent of parents checked their mobile device while opening presents, and 50 percent of survey respondents said they looked at their device during a family celebration.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York

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