According to research by mobile ad network Mojiva, at least half of mobile consumers view their mobile device as a holiday shopping resource for product information, coupons and sale information, product reviews or store information – and most are planning to start their mobile Christmas shopping this month.
Nearly one third (32%) think their mobile device is helpful for buying products. The two-month (July-August 2011) study is available via the Holiday Edition of the Mobile Audience Guide (MAG). It was conducted with InsightExpress, a leading digital marketing research firm, and polled more than 200 random users on the Mojiva network who completed the survey.
The MAG shows that there is an even greater opportunity to target holiday shoppers through mobile ads this season. The findings show that a third of mobile consumers are beginning holiday shopping in October. Half (54%) of consumers begin shopping for gifts for the holidays in November and December.
Many (roughly 70%) who use mobile devices for information and guidance on gift buying are likely to consider spending $20 or more on items such as toys & games or electronics via the devices. Four in ten consumers feel comfortable spending $50 or more on a single holiday gift item using their mobile device.
“What’s unique about the holiday season is the high concentration of consumers actively purchasing. What makes the mobile user an even more attractive audience during the holidays is the engagement they exhibit on their devices,” said Tony Nethercutt, General Manager of Mojiva. “Our data shows that consumers are accessing a variety of information on mobile devices specifically for holiday shopping. This is a valuable channel for advertisers to fill specific needs of their customers. With a significant amount of consumers beginning shopping in October, marketers need to have their mobile strategy in place very soon.”
Grocery, Clothing and Entertainment purchasing continue to lead as the categories consumers are deciding to purchase, but larger proportions of consumers are making decisions about buying Travel, Financial Services, or Automobiles in the past two months.
A large proportion of consumers indicate that they would browse a website as a result of seeing a mobile ad, which is a consistent finding from previous reports.
More consumers have indicated that they would redeem or download a coupon as a result of seeing a mobile ad on their phone, as compared to previous reports.
“We are seeing that mobile marketing is having more and more influence and a direct impact on consumer behavior. Consumers are indicating that they are open to browsing web destinations or redeeming or downloading a coupon as a result of seeing a mobile ad on their phones,” says Joy Liuzzo, Vice President from InsightExpress. “This shows that mobile marketing has made tremendous strides, and the consumer activity and interests we are observing on the Mojiva ad network is a clear indication of the larger trends happening in this segment.”
The Mojiva MAG is an industry resource for advertisers and agencies looking for insight into the habits and tendencies of mobile users. With user statistics developed and managed by InsightExpress, the MAG offers a look into what resonates with users through mobile devices like smartphones and tablets.
