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One-in-five consumers will make mobile purchase during holidays: Deloitte

November 27, 2009

Consumers are ready for mobile

Consumers are ready for mobile

Consumers are ready and looking for digital solutions this shopping season and according to a new survey, one-in-five expect to make a purchase via their mobile device this holiday season.

According to Deloitte’s 24th Annual Holiday Survey, 19 percent of the 10,878 consumers surveyed will use mobile to assist in shopping this holiday season. Consumers said they plan to use mobile to find store locations, research prices, find product information, get coupons and discounts and read reviews.

“Consumers are looking to use their mobile device for several purposes,” said Stacy Janiak, vice chairman and Deloitte’s United States retail leader, New York. “Mobile phones are playing a bigger role in the holiday shopping experience.

“The Deloitte Holiday Survey found that one out of five, 19 percent, plan to use their mobile phone to assist them in their holiday shopping,” she said. “The popularity of mobile usage is evident across all age groups, with 39 percent in the 18-29 age group and 19 percent of respondents in the 30-44 age group [are comfortable with mobile commerce].”

Deloitte is the brand under which approximately 169,000 professionals in independent firms worldwide collaborate to provide audit, consulting, financial advisory, risk management, and tax services to clients.

These firms are members of Deloitte Touche Tohmatsu, a Swiss union.

Know your mobile audience
The holiday survey was commissioned by Deloitte and conducted online by an independent research company between Sept. 24 and Oct. 2.

The Deloitte survey found that, among those who plan to use their mobile phones, 55 percent plan to use it to get store locations.

Forty-five percent plan to use their devices to research prices and 32 percent plan to use it to get discounts or coupons.

Twenty-five percent plan to their mobile devices to make a purchase.

Ms. Janiak said that retailers must keep their core audience in mind when investing in mobile marketing.

“If their target consumer utilizes a mobile device, then it would be a good approach to use this platform to move products,” Ms. Janiak said. “It is also important to note that mobile is becoming a popular way to shop because of convenience and speed so we will see mobile usage continue to grow.

“Retailers should understand that investments in mobile benefit them with their consumers today, many of whom also have the potential to be their customer tomorrow and for the long term, given the trends we’re seeing among the younger generations,” she said.

Ms. Janiak said that retailers should consider harnessing mobile and online shopping to turn browsers into buyers with one-click access to coupons, promotions and purchasing tools.

Next holiday season, expect even more mobile.

Ms. Janiak said that retailers will use mobile as technology continues to progress.

“Mobile will continue to grow in popularity as the technology evolves making researching and shopping even easier,” Ms. Janiak said. “Consumers like the convenience and retailers can use this as a new way to promote their brands and sell merchandise.”

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Chirs Harnick is editorial assistant on Mobile Commerce Daily and Mobile Marketer. Reach him at

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