ARCHIVES: This is legacy content from before Industry Dive acquired Mobile Commerce Daily in early 2017. Some information, such as publication dates, may not have migrated over. Check out our topic page for the latest mobile commerce news.

35pc to spend more than $250 from a mobile device during holidays: report

Forty-two percent of consumers will shop more from a mobile device during the upcoming holiday season, according to a report from Hipcricket.

The 2013 Holiday Mobile Commerce Survey found that 59 percent of smartphone users had made at least one purchase from their mobile device. Additionally, 35 percent said they will spend $250 or more from a mobile device, and 16.5 percent will spend more than $500 from a mobile device.

“Hipcricket survey data shows that 42 percent of respondents will shop more on mobile devices this holiday season compared to 2012,” said Doug Stovall, chief operating officer at Hipcricket, Kirkland, WA.

“This means that the total number of mobile purchases should increase significantly, as the survey also found that in the past six months, close to 59 percent of smartphone users made at least one purchase on their device,” he said.

“Hipcricket estimates that mobile devices will contribute to overall holiday commerce sales growth in two ways: As a driver of total sales, as more consumers make purchases on their smartphones and tablets. And, increasingly, as a shopping research tool, driving consumers into stores or back to desktops where they complete transactions.”

Hipcricket surveyed 728 people for the report, 96.1 percent of which owned a smartphone with Internet access and 53.9 percent of which owned a tablet.

Holiday shopping
More than half of the survey’s respondents said that they planned on buying books, clothing or footwear this holiday season.

That combined with the stats on their mobile purchasing should encourage retailers to integrate mobile into their holiday campaigns.

Additionally, 53 percent of respondents said that shopping on a smartphone or tablet was more attractive than visiting a bricks-and-mortar retailer. The reasons cited were avoiding lines/crowds, parking, saving time and the ability to do it on your own.

This means that retailers need to ensure mobile-friendly experiences on their Web sites. They need to enhance mobile shopping for the consumers that prefer it to in-store shopping.

Not only are these consumers willing purchase on mobile devices, but they are willing to spend a decent amount of money as well.

Fifty-eight percent of respondents expect to spend $100 or more from mobile devices this holiday season, and 16.5 percent expect to spend more than $500.

While tablets tend to be thought of as the device of choice for shopping, the Hipcricket report shows that consumers have similar habits on both tablets and smartphones. In the past six months, 58.8 percent of the respondents had made a purchase on a smartphone, and 56 percent had made a purchase on a tablet.

Mobile behaviors
The report also showed that consumers are doing more than just the actual purchase on mobile.

Of the respondents, 75.6 percent use a mobile device to read product reviews, 83.5 percent use one to research products, 67.8 percent to find the best price, 38.8 percent to search for coupons and 49.2 percent to compare prices while in-store.

Showrooming is not a new phenomenon, and retailers need to fight back with great in-store experiences as well as mobile supplements such as coupons and loyalty. Retailers should also leverage in-store Wi-Fi to deliver personalized mobile ads.

Another interesting finding in the report was that 68.5 percent said that free shipping would motivate them to make a purchase on from a mobile device.

“Retailers with an online or mobile presence of any size can win more business this holiday season if they offer a better shopping experience,” Mr. Stovall said. “Consumers are looking for the best incentives to get them into your mobile commerce store and make a purchase instead of going to a retail store this holiday season.”

Final Take
Rebecca Borison is editorial assistant on Mobile Commerce Daily, New York