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Mobile commerce stats: How smartphones help consumers gear up for the holidays – Mobile Business Insights (blog)

Mobile commerce stats: How smartphones help consumers gear up for the holidays – Mobile Business Insights (blog)

Mobile devices are like Santa’s elves — they provide some much-needed assistance during the most wonderful (and hectic) time of the year. Mobile commerce skyrockets during this time of year as people use their phones for to buy gifts, plan travel and find recipes. So, how are Americans using their mobile devices to gear up for the holidays? Check out the latest stats on mobile commerce to find out.

Mobile shopping

‘Tis the season to be shopping, and busy consumers rely on smartphones to assist them with every part of the customer journey. They use mobile to do the following:

  • Decide what brands to buy: Mobile searches for “[fill in the blank] brands” go up during the holidays. Examples from 2016 include “men’s watch brands” (up 70 percent), “best purse brands” (up 140 percent) and “makeup brands” (up 150 percent). (Google)

  • Decide where to buy: Mobile searches for “where to buy” specific items grew over 85 percent in the past two years. These searches became more frequent as Christmas approached last year and peaked on Christmas Eve. (Google)

  • Get discounts: Seventy-one percent of consumers redeemed coupons that were sent to their mobile phones in 2017, up from 66 percent in 2016, and 32 percent said mobile is their preferred way to receive discount offers. (Valassis)

  • Complete purchases: Mobile shopping now accounts for more than 40 percent of online transactions, with 32 percent of Americans buying products from their mobile devices at least once each month. (PwC)

Holiday travel

The holiday season isn’t just retailers’ favorite time of the year — it’s also a profitable time for the travel and hospitality industries. More and more travelers are using their mobile devices to prepare before hitting the road. The tasks these jet-setters square away on their devices include:

  • Book flights and accommodations: In 2017, 57.5 million US adults are expected to use a smartphone to book a trip, an increase of 14.1 percent since 2016. Digital travel sales will reach $189.62 billion, 40 percent of which will come from mobile devices. (eMarketer)

  • Research and plan their trips: Fifty-two percent of travel-related searches originate through mobile devices. (Hitwise)

  • Decide what to do on a trip: Seventy-two percent of searches for places to see or stay and 75 percent of searches for things to do in a specific area are completed using a mobile device. (Hitwise)

Dining in or eating out

There’s a good reason gym memberships spike in January. Between holiday parties, fancy dinners and family gatherings, most people consume a lot of calories in the months of November and December. Whether they’re preparing the meals themselves or paying someone else to cook, they use their smartphones to:

  • Look for information about food: Seventy-two percent of food and beverage searches — for recipes, restaurants or food brands — are initiated on mobile devices. (Hitwise)

  • Find a restaurant: Eighty-five percent of “restaurants in …” searches are conducted on smartphones or tablets. Searches for restaurant hours, specials and reservation policies are also mostly done through mobile. (Hitwise)

  • Shop for groceries: The majority of parents use their mobile phones in the grocery store to view shopping lists (80 percent), view grocery savings offers (72 percent) and view online recipes (70 percent). (AllRecipes)

  • Cook holiday meals: Fifty-nine percent of 25- to 34-year-olds use their mobile devices to help out in the kitchen, 68 percent of millennial moms watch videos while cooking and 23 percent of adults use voice search when their hands are occupied in the kitchen. (Google)

The holiday season will come and go quickly, but these consumer insights can help an enterprise craft a winning mobile strategy that will last long into the new year.

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