Another holiday season is around the corner, and that means shoppers are loosening their pursue strings and unbending their wallets – but with a slight difference.
With mobile devices going center stage, e-commerce has come of age and the upcoming 2012 shopping season is going “armchair.”
That's what the recently released Mojiva 2012 Holiday Mobile Audience Guide (MAG) identified when it evaluated the specific consumer attitudes and behaviors of mobile device users. More than 1000 complete surveys were conducted each in both the U.S. and U.K., with the study being fielded September 6-16, 2012.
Mojiva is a mobile ad network that specializes in making mobile display advertising strategies come to life across tablets and smartphones through mobile websites and apps.
"The opportunity for brands to reach holiday shoppers through mobile advertising is incredible this year – especially given the amount of research and time that consumers are spending on their smartphones and tablet devices in search of the perfect gift for their family and friends," said Amy Vale, vice president of Global Research and Strategic Communications at Mojiva, Inc.
Results of the study reveal that mobile devices were becoming an important asset for holiday shoppers, who used it to not only to make purchases, but research on prices, products and sale information. Quite a large number of U.S. and U.K. respondents appeared to be keen to start shopping for the holidays before November.
Going a step further, even the comfort level of shopping with a mobile device appears to have increased since 2011, with almost 80 percent of U.S. respondents feeling comfortable while spending more than $20 on a single item using their smartphone or tablet device, and 42 percent of U.K. respondents feeling comfortable spending more than £25 on a single item using their smartphone or tablet device.
The study added that even the percentage of respondents who would consider purchasing electronics on their mobile devices increased since 2011. An almost identical percentage of both country respondents either owned an iPad or an Android (News - Alert) tablet device.
And while U.S and U.K. respondents seemed to favor both price comparison and coupon/sale information when shopping for holiday gifts, U.S. female respondents took the lead over their U.K. counterparts.
With the Mojiva study suggesting an increase in e-commerce, comScore (News - Alert) revealing that consumers increased by 15 percent year-on-year and the National Retail Federation projecting 2012 holiday sales to increase by 4.1 percent over 2011, it would be hard for mobile advertising and e-commerce not to hold sway.
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Edited by Braden Becker