Special Holiday Report: A Look at Mobile Shopping Behaviors on Smartphones and Tablets This Holiday Season

A recent mobile survey conducted by Prosper Mobile Insights™ included 329 smartphone and tablet users from the SSI Panel who completed the survey on their devices. The survey was collected from 10/25 - 10/27/11. 48% of the respondents were male while 52% were female, and the average age of the sample was 45. The data reveals that a majority of Mobile Users plan to use their smartphone or tablet for holiday shopping this year, whether researching or purchasing. Electronics, clothing and entertainment items are top categories to shop for on a device, and Black Friday weekend will likely see a lot of mobile traffic.

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3 in 5 Mobile Holiday Shoppers Plan to Use Their Smartphone/Tablet as a “Mobile Mall”

Worthington, OH (PRWEB) November 09, 2011

Mobile Users are integrating their smartphones and tablets into all aspects of their daily lives, and holiday shopping is no exception. 61.7% of Mobile Users say they plan to use their smartphone or tablet for holiday shopping this year, according to a recent survey among smartphone and tablet users on mobile devices conducted by Prosper Mobile Insights™. Most of these avid Mobile Holiday Shoppers (60.8%) plan to use their device mostly as a “mobile mall”—purchasing products and comparing prices. The other 39.2% plan to use their device mainly as a data organizer to keep track of gift lists, budgets, sales, etc. On average, Mobile Holiday Shoppers say they plan to make 37.9% of their holiday purchases from their device.

Of those who plan to use a smartphone or tablet for holiday shopping, the majority (56.7%) anticipates using their device mostly during the planning and research stage. 2 in 5 (40.2%) plan to use their device mainly during the shopping/in-store stage while 3.1% plan to use a smartphone or tablet mostly to share their shopping experiences with others.

Mobile Holiday Shoppers will likely be on the lookout for Black Friday weekend deals, especially ones they can benefit from on their mobile devices. The majority of Mobile Holiday Shoppers say they are somewhat or very likely to use their mobile device to purchase products on Black Friday and Cyber Monday:

Somewhat/Very Likely to Purchase Products on Mobile Device (Mobile Holiday Shoppers)
Thanksgiving Day: 30.1%
Black Friday: 66.9%
Saturday after Thanksgiving: 58.6%
Sunday after Thanksgiving: 48.6%
Cyber Monday: 63.5%

Source: Prosper Mobile Insights™ Mobile Survey, October-11

While Thanksgiving weekend is bound to see plenty of mobile shopping traffic, the majority of Mobile Holiday Shoppers are NOT likely to purchase items using a mobile device on Thanksgiving Day.

For the full, complimentary Special Holiday Report, click here.

Mobile Holiday Shopping? There are apps for that! The top app Mobile Holiday Shoppers plan to use this year is Amazon—18.2% plan to use this app to purchase products for the holidays while 8.5% will use it to help plan their shopping. Other top apps for purchasing products include eBay (6.1%), Google (2.2%), a barcode scanner (1.9%) and PayPal (1.9%). Other popular planning apps include Google (5.8%), Notes (4.0%), Shop Savvy (2.9%) and Safari (2.1%).

For more insights on how consumers are using smartphones and tablets, download the Prosper Mobile Android Tablet App or access the online Prosper Mobile InsightCenter™, recently updated with new October mobile survey data.

Mobile Holiday Shoppers plan to search for 3 key gift categories: electronics, clothes and entertainment items. 3 in 4 (77.0%) plan to research electronics on their smartphone or tablet, and half (49.9%) plan to make an electronics purchase from their device. Entertainment items such as books and DVDs are the top gifts Mobile Holiday Shoppers plan to purchase using a mobile device:

Plan to Research on Smartphone/Tablet - Top 3 Categories (Mobile Holiday Shoppers)
Electronics: 77.0%
Books/CDs/DVDs/Blu-ray/Video Games: 70.7%
Clothing or clothing accessories: 63.0%

Plan to Purchase on a Smartphone/Tablet - Top 3 Categories (Mobile Holiday Shoppers)
Books/CDs/DVDs/Blu-ray/Video Games: 58.0%
Clothing or clothing accessories: 52.5%
Electronics: 49.9%

Source: Prosper Mobile Insights™ Mobile Survey, October-11

Candy, appliances, home décor, beauty items and gift cards are not likely to trigger many mobile searches: over half of Mobile Users plan to neither purchase nor research these items on a mobile device.

For the full, complimentary Special Holiday Report, click here.

About Prosper Mobile Insights™
Prosper Mobile Insights™ provides companies with a comprehensive view of how consumers are using mobile devices including smartphones and tablets. The insights illustrate how consumers are engaging with digital media, including ownership, purchase intentions, activities, usage, service, influence, and ultimately how new technologies are reshaping consumers’ lives. Prosper Mobile Insights™ is a trademark of Prosper Business Development. http://www.prospermobile.com

Survey Sampling International (SSI)
Bringing together Survey Sampling International and Opinionology, SSI is the premier global provider of world-leading sampling, data collection and data analytic solutions for survey research. SSI reaches respondents in 72 countries via Internet, telephone, mobile/wireless and mixed access offerings. Value-add services include questionnaire design consultation, programming and hosting, data processing and real-time reporting. SSI serves more than 2,000 clients, including the top 50 research organizations. It has 30 offices serving clients around the world.

Contact:
Prosper Mobile Insights™
Chrissy Wissinger
chrissy(at)biginsight(dot)com

Randi Honkonen
randi(at)biginsight(dot)com
614-846-0146

SSI
Ilene Siegalovsky
Ilene_Siegalovsky(at)surveysampling(dot)com
203-567-7230

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