A Very Mobile Holiday Season: Smartphone and Tablet Shopping on Track to Unseat In-Store Shopping

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Perform or Perish! New Dynatrace Survey Shows 2014 Mobile Tidal Wave to Disrupt Traditional Holiday Shopping

Survey Infographic

37% percent of all mobile users, and an astounding 52% of Millennials, say they will do more shopping on their devices than they will through in-store purchases.

Dynatrace (formerly Compuware APM), the leader in user-centric application performance management (APM), today announced findings of a new U.S. consumer survey on mobile shopping for the 2014 holiday season, revealing a huge surge in mobile holiday shopping activity this year. Nearly four of every ten smartphone and tablet owners plan to make more purchases with devices than in physical stores, and one of every four plan to use them to buy gifts even while they are standing in the aisles. The survey was conducted online in the U.S. by Harris Poll on behalf of Dynatrace. Download the 2014 Mobile Holiday Shopping Survey report here. Download the survey infographic here.

Mobile shopping is not just a complement to holiday commerce. It is now a primary touch point in digital customer engagement and a driving force in the way millions of shoppers search for and buy gifts, making mobile user experience vital to a winning holiday ecommerce strategy.

Tweet this: 56% of smartphone/tablet owners plan to use devices to search for & buy gifts 2014 #Holiday Season @Dynatrace #Survey says http://bit.ly/1AivMvI

Key findings on how a mobile tsunami is reshaping Black Friday, Cyber Monday and the run up to Christmas:

  • Mobile Shopping Isn’t Just a Piece of the Pie, it’s the Main Course for Many: 37% percent of all mobile users, and an astounding 52% of Millennials, say they will do more shopping on their devices than they will through in-store purchases.
  • The Mobile Majority: 56% of smartphone/tablet owners plan to use devices to search for and/or buy gifts this holiday season (up 7% from 2013). Strikingly, 42% say they will do MORE holiday shopping on their devices this year than last.
  • Mobile Millennials Skyrocketing: Retailers will find Gen Y shoppers age 18 to 34 on their smartphones and tablets. 76% percent will use smartphones and/or tablets to find and buy gifts this holiday season (10% higher than last year), and 61% say they will do more mobile holiday shopping this year than last.
  • Mobile Changing In-Store Shopping Forever: A surprising 26% of smartphone/tablet owners say they will use their smartphones or tablets to make purchases even when they are in physical stores shopping for gifts – and the number surges to 41% for Millennials. Additionally, 53% will compare prices, 47% will read product reviews and 51% will download coupons.

The survey also uncovered facts that underscore the importance of superior mobile performance, and the impact performance issues will have on mobile shoppers:

  • Patience for Poor Performance is Gone: Nearly half of smartphone/tablet owners (46%) will shop elsewhere if a mobile site or app fails to load in three seconds or less (up 9% from last year), and once they connect, 80% say they will abandon a mobile app or website if it is buggy, slow or prone to crashes and shop elsewhere.
  • Shopper Frustration Will Bring Collateral Damage to Brand Reputations: Using social media to complain about poor online shopping experiences is a growing platform for disappointed smartphone/tablet owners. Millennials are leading the way with 44% likely to jump on social media to air their frustrations, and the rest aren’t far behind.
  • Complexity Increasing as Native Apps Become the Go-To Choice for Consumers: 45% of all smartphone and/or tablet owners, and 59% of Millennials say they prefer native/hybrid apps when shopping on their smartphone and/or tablet. Last year, only 34% of all smartphone/ tablet users said they would be using company-specific mobile apps. So, retailers need their native apps to deliver superior shopping experiences across platforms created for scores of different devices.

“Mobile shopping has transformed holiday commerce. In fact, retailers are at a tipping point – perform for mobile users, or perish at the hands of competitors,” said Erwan Paccard, Director of Omni-channel Strategy at Dynatrace. “Not only is mobile is on track to surpass in-store shopping, smartphones and tablets are accompanying customers into stores and becoming virtual shopping assistants. Furthermore, when users encounter poor performing mobile sites and apps, they use them to buy from competitors and broadcast their frustrations. Retailers who don’t prepare for the mobile holiday shopping storm do so at their own peril.”

The demand for mobile performance won’t end on Christmas Day. 2015 will bring a steady stream of other “peak” mobile shopping events – the Super Bowl, Valentine’s Day, Easter, Mother’s Day, Father’s Day, and before we know it, Back-to-School. These will all be “win or lose” opportunities when mobile websites and apps will need to hold up under very heavy traffic, making it crucial for retailers to invest in and focus on mobile performance to remain competitive.

Download the 2014 Mobile Holiday Shopping Survey report here. Download the survey infographic here.

SURVEY METHODOLOGY: The 2014 Mobile Holiday Shopping survey was conducted online within the United States by Harris Poll on behalf of Dynatrace from October 8-10, 2014 among 2,060 (of whom 1,353 are smartphone/tablet owners) and October 14-16, 2013 among 2,025 (of whom 1,191 are smartphone/tablet owners) U.S. adults and adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Kayla Siefker at kayla(dot)siefker(at)dynatrace(dot)com.

About Dynatrace
Dynatrace is the innovator behind the new generation of Application Performance Management. Our passion: helping customers, large and small, see their applications and digital channels through the lens of end users. Over 5,800 organizations use these insights to master complexity, gain operational agility, and grow revenue by delivering amazing user experiences.
To read more about Dynatrace’s leadership in the APM market, click here.

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Press Contacts

Kayla Siefker, Senior Public Relations Manager, Dynatrace, kayla(dot)siefker(at)dynatrace(dot)com, 313-227-1402

Jackie Lucas, Warner Communications, 978-526-1960, Jackie(at)warnerpr(dot)com

For Sales and Marketing Information
Dynatrace, 404 Wyman St., Suite 500, Waltham, MA 02451, 781-530-1000, http://www.dynatrace.com

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Kayla Siefker
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