The holiday shopping season is kicking into high gear, and retailers are looking for ways to get a bigger piece of the holiday pie. This year, mobile is the star ingredient: A recent NRF survey found that a record 56% of consumers plan to shop online for holiday gifts this year. And new Yahoo research revealed that 76% of smartphone owners plan to use their device for holiday shopping.
It’s clear that mobile must be an integrated part of any holiday advertising campaign this year, but brands also need to understand how to do this effectively. Mobile often serves as an awareness and research tool for consumers. In fact, four out of five people research products on their mobile devices at least once per week, but consumers often return to a desktop computer -- or head into a store -- to complete the final transaction. Why is this? Research we conducted in April with Kenshoo found that consumers described shopping on a computer as “fast, trustworthy, and uncomplicated.”