holiday shopping trends 2015 consumer study: smartphones, shopping & mobile payments
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Holiday Shopping Trends 2015
Smartphones, Shopping & Mobile Payments A Consumer Study
eMarketer forecasts that retail sales in November and December will increase 5.7%, reaching $885.70 billion this year. That’s an increase from the 3.2% growth rate predicted earlier this year.1
So how can retailers adjust their approach to increase foot traffic and create engaging, rich customer experiences across multiple channels in a competitive market?
1eMarketer, August 2015
BY GENDER
61% 39%Female Male
13-171%
18-246%
25-3422%
35-4427%
45-5425%
55-5415%
65+4%
BY AGE
26%
18%
35%
21%
BY GEO
SessionM’s Network of Shoppers SessionM fielded an 11 question mobile survey to over 11,000 members to gain a
deeper understanding of how consumers are holiday shopping this year, how smartphones impact and influence their decision-making and how they plan to
use smartphones to enhance their holiday shopping experience.
Source: SessionM Survey Data, August 20 - 27, 2015 n= 11,789
27%of respondents said they start their holiday shopping before September.
October
16%
13%
November, before Thanksgiving
Thanksgiving night
Black Friday
Cyber Monday
People are holiday shopping
before summer is over. Holiday shopping starts
Source: SessionM Survey Data, August 20 - 27, 2015 n= 11,789
December
I don’t holiday shop
3%
9%
3%
17%
12%
Holiday shopping is
an omnichannel activity.
of respondents plan to shop at
brick-and-mortar locations
of respondents plan to shop
online via desktop or laptop
58%78%
Source: SessionM Survey Data, August 20 - 27, 2015 n= 11,789
of respondents plan to shop via
their tablet or smartphone
43%
Consumers are
up for grabs.
Source: SessionM Survey Data, August 20 - 27, 2015 n= 11,789
26%of customers stick to their
regular retailer at the holidays.
Sales and promotions71%
Quality of products
Familiarity with retailer
Loyalty & rewards programs
only
Where consumers decide to shop isinfluenced by factors like
51%
40%
39%
82%of respondents said they would make some holiday purchases via mobile this year.
Make purchases on-the-go or at home (19%)
Avoid long lines (42%)
Find items more easily than in-store (31%)
Earn loyalty or rewards points (16%)
Mobile makes it easier to
To holiday shoppers,
mobile matters.
39% of people plan to use mobile payments like Apple Pay, Google Wallet, Samsung Pay or a specific retailer’s app
• Smartphones are a personal assistant for shoppers – giving brands limitless access to influence their behavior and decision-making
• Beacons, apps from retailers, mobile payments and loyalty programs all give brands access to first-party data and location-based information to create a unique, highly personalized experience.
• Smartphones are a critical part of the in-store shopping experience and shoppers are starting to see mobile as a viable shopping channel.
Takeaways
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