Shoppers who use smartphones for holiday buys to spend more – survey

13 Nov 2012

Shoppers who use their smartphones to help them make holiday purchases are expected to spend 72pc more than shoppers who do not plan to use their smartphones to buy items for the holidays, Deloitte’s annual holiday survey of consumer spending intentions and trends suggests.

Deloitte’s survey reveals that shoppers who use smartphones for holiday purchases are expected to spend US$1,428 on gifts, entertaining at home, socialising away from home, non-gift clothing, home/holiday furnishings and other holiday spending.

This year, Deloitte anticipates that in-store sales influenced by consumers’ smartphone use will account for US$36bn, or 5.1pc of total holiday retail store sales.

The company’s survey results also show that 50pc of consumers own smartphones and 68pc of them plan to use their devices for holiday shopping this year. These shoppers will use their smartphones to obtain store locations (62pc), check and compare prices (58pc), and obtain product information (50pc).

“We anticipate that retailers will increasingly interact with mobile shoppers this holiday season,” said Alison Paul, vice-chairman, Deloitte LLP, and retail and distribution sector leader.

“Deloitte’s research into smartphones’ influence on in-store sales indicates that the conversion rate for shoppers who use a retailer’s dedicated mobile application is 21pc higher than those who do not. This holiday season, branded applications, Wi-Fi connectivity and personalised, location-based promotions from retailers can enable shoppers to make an immediate buying decision in the store.”

Mixed media resources

Consumers are expected to rely on both traditional and digital information sources as they track down information about the holidays this year, Deloitte’s survey indicates.

Some 67pc of consumers surveyed expect to find out about the products they buy this holiday season through combined online, social media and mobile formats, compared to 60pc who will rely on traditional media, such as radio, television and newspapers.

Fifty-seven per cent of consumers expect to learn about products this holiday season through friends and family.

Mobile shopping image via Shutterstock

Tina Costanza was a journalist and sub-editor at Silicon Republic