Nearly 1 in 4 Consumers Have Found Smartphones/Tablets to be ‘Integral’ for Their Holiday Shopping
A Prosper Mobile Insights mobile survey of 332 smartphone and tablet users conducted from Nov. 29-Dec. 2 found that nearly a quarter of respondents deem their mobile devices “integral” to their holiday shopping experience.
According to the survey, 23.5 percent of respondents said their smartphone or tablet “has been an integral part” in their holiday shopping experience and that they “couldn’t holiday shop without it!” Meanwhile, 35.2 percent said these devices have made shopping more convenient but that they could do their holiday shopping without them if they needed. Another 8.1 percent said they haven’t seen much of a benefit and prefer shopping without these devices.
Of “mobile holiday shoppers,” 35.1 percent said these devices have been an integral part of their holiday shopping experience, 52.7 percent said they’ve made it more convenient but that they could do their shopping without them, and 12.2 percent said they haven’t seen much of a benefit and prefer shopping without their smartphone or tablet.
The survey also found that 25.1 percent of respondents said they would be “extremely likely” to recommend holiday shopping on a smartphone or tablet to a friend or colleague – or a 10, on a scale of 0 (not at all likely) to 10 (extremely likely). This compared to 7.7 percent who answered with a “0.”
Meanwhile, 81.6 percent of respondents said they plan on using their smartphone or tablet for taking pictures this holiday season, followed by 67.8 percent who said they plan on using these devices for communicating with loved ones they won’t get to see for the holidays, and 56.6 percent who said they plan on using these devices for making plans to get together with family and friends.
Regarding the same question, 54.2 percent said they’ll be checking the weather, 53.3 percent said they’ll be taking videos, 50.3 percent said they’ll be searching for gifts/stores/deals, 48.2 percent said they’ll be sharing their holiday experiences via social media, 42.8 percent said they’ll be purchasing products, 42.5 percent said they’ll be listening to holiday music/radio stations, 40.7 percent said they’ll be finding holiday recipes, 40.4 percent said they’ll be using GPS to navigate to a holiday event, and 34.0 percent said they’ll be keeping a gift list.
Prosper Mobile Insights also posed this interesting question to respondents: “Would you donate to the Salvation Army bell ringers using your smartphone or tablet if they accepted mobile payments?” In response to this question, 30.4 percent of respondents said yes, 35.8 percent said no, 27.1 percent said they don’t know and 6.6 percent said they don’t donate to the Salvation Army.
A separate report from the Interactive Advertising Bureau (IAB) found that 15.1 percent of shoppers use their mobile devices to find a store location, while 9.8 percent use them to compare product prices, 9.5 percent use them to find coupons/deals, 9.1 percent use them to research product features, 8.0 percent use them to check product availability at a specific store and 7.7 percent use them to access a deal-a-day service.
Sources:
http://www.biginsight.com/news/reports/ProsperMobileNovember11.pdf
