Millennials and Hispanics Among the Savviest Mobile Shoppers on Black Friday

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Study Commissioned by BiTE Interactive Finds More Than One in Three Adults Say They are Likely to Participate in Showrooming During Black Friday to Save Money

Ahead of Black Friday this year, new research reveals Millennials and Hispanics are among the savviest mobile shoppers. Specifically, more than one in three 18-24 year olds (37 percent) and forty percent of the Hispanic market are either somewhat or very likely to partake in mobile showrooming – where shoppers go into physical stores to browse items, but then use mobile apps to compare prices, find the best deal, and ultimately make a purchase – this Black Friday to save money. The findings were released today in the “2013 Black Friday Mobile Commerce Report” from BiTE Interactive, the mobile application specialist for Fortune 1000 brands, which commissioned YouGov to poll the views of a representative sample of 1,539 American adults online from October 28 to October 30.

Additional key findings uncovered that the availability of a mobile app will be particularly influential this Black Friday. The data includes:

  •     Nearly half (49 percent) of U.S. adults said they would be somewhat or more likely to shop with their favorite retailer on Black Friday if they had an app that offered their favorite feature to help with the shopping process.
  •     Immediate discounts were overwhelmingly the most preferred features on mobile apps. Nearly half (47 percent) of respondents said their most desired feature of a mobile app would be if their favorite retailer offered them real-time discounts based on the items they were looking at currently.
  •     Insight into inventory such as seeing if a store has a specific size or item in stock and in-app one-touch ordering, payment and home shipment of out of stock items were also highly sought after features with 32 percent and 28 percent respectively, listing them as the most desirable feature of a mobile app.
  •     Shoppers appear to want less personalization in a mobile app and were turned off by a mobile app that offered personalized suggestions based on their past purchases.

“Overall, the data underscores and supports the sentiment we have heard from many retailers: mobile apps will play a huge role this Black Friday,” said Joe Farrell, EVP Operations, BiTE Interactive, whose firm commissioned the research to gain a better understanding of mobile trends this holiday shopping season. “With so many people using smartphones for showrooming but simultaneously indicating there are features they want specifically from retailer apps, it is clear that retailers can attract customers back into their stores by providing apps with real value and features that inform and empower the shopper.”

In addition to the specific features that consumer want from retailer mobile apps, the research also found a correlation between larger phone screens and interest in mobile shopping. Samsung Galaxy S series (S, S II, SIII or S4) smartphone owners are the most likely to shop more with their favorite retailer on Black Friday if they had an app that offered their favorite feature.

Farrell adds, “Retail is visual, and larger screens offer an amazing opportunity to engage the consumer. Retailers that offer and promote full-featured apps that take advantage of larger real estate on mobile devices will reap the lion’s share this Black Friday while those that take a 'wait and see approach' may find themselves out in the cold this Black Friday. Our research shows strong and sustained consumer desire for mobile apps to augment the traditional retail experience. As Mobile continues its staggering gains, especially as part of the core shopping experience, there's no time like the present to catch up.”

Research Methodology
BiTE interactive commissioned YouGov Plc to poll the views of a representative sample of 1,539 U.S. adults. Fieldwork was undertaken from October 28 to October 30. The survey was carried out online. The figures have been weighted and are representative of all U.S. adults (aged 18+). For more information about the research report, visit


About BiTE interactive

BiTE interactive is a team of experienced problem-solvers skilled in native mobile application development. BiTE partners with Fortune 1000 brands who believe that an app is more than a handsome icon and revenue opportunity and instead, a revolutionary new way to meet the needs and challenges their customers face.

BiTE helps its partners conceptualize, develop and manage the entire mobile application development process–from creative and strategy, business analysis and analytics to launch day. During the process, BiTE offers a unique and resource-saving technology, BiteCore, which empowers its partners to avoid compromise and enjoy the power and functionality of native apps while also gaining the flexibility found in cross-platform mobile apps. Ultimately, BiTE strives to deliver apps for their partners that focus on the details and creativity that keeps their customers hiring those apps again and again.

BiTE interactive’s team is comprised of senior, seasoned digital geeks and cultural freaks passionate about the opportunity mobility holds for both companies and their customers. The company holds many decades of experience combined in mobile application development. BiTE was co-founded by Joseph Farrell and Brant DeBow in 2008.

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Josie Cruz

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