Mobile Will Be Used More Among Shoppers This Holiday Season

Seventy percent of frequent online shoppers who plan to shop this coming holiday season say they will do more holiday shopping online than in a physical store, with 47% planning to use mobile devices more this year for holiday shopping than they have in the past, according to a new survey of frequent online shoppers commissioned by Catchpoint and conducted by Harris Poll.

This poll was conducted online by Harris Poll November 1-3, 2016 among 2,064 U.S. adults, focusing on the 1,361 consumers who are frequent online shoppers (67%), defined as Americans who shop online at least once a month or more often.

Other core results from Part 1 of Catchpoint’s Holiday Survey of frequent online shoppers:

  • 72% who plan to do the majority of their holiday shopping online will do it on a computer; 28% will do it on a mobile device (smartphone or tablet).
  • 32% say they will do the majority of holiday shopping in a physical store.
  • 54% say they have shopped on mobile devices this year more than in the past.

Four percent of Americans overall say they never shop online, while 4% say they shop online daily. While all age groups shop online, the survey showed a marked difference for millennial frequent online shoppers (ages 18-34):

  • 22% plan to use a mobile device for the majority of their 2016 holiday shopping.
  • 63% use a mobile device more often than a computer (desktop or laptop) to make online purchases.
  • 46% prefer to shop with retailers that offer a mobile app to ones that only have a web site.

Part 2 of Catchpoint’s Holiday Survey, focusing on the digital experience of frequent online shoppers (webpage load time, site availability, shopping cart transactions, etc.) will be released November 22, before the Black Friday-Cyber Monday peak shopping period.

“With the maturing of ecommerce, and with many physical stores closing nationwide, the online experience has become the critical customer service parameter for retailers,” says Mehdi Daoudi, CEO and co-founder of Catchpoint. “Retailers are being pressured to deliver features, speed, availability and reliability. Missed expectations can have far reaching consequences to their business results.”

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