This year, holiday shopping happens on mobile


This holiday season, we are more likely to shop using our phones as opposed to queuing for hours to catch a bargain, according to research from Google in collaboration with Ipsos MediaCT. Black Friday weekend shoppers are turning to their mobile devices, replacing shopping ‘marathons’ with shopping ‘moments’. The research found that 54% of holiday shoppers plan to use their smartphones to shop whilst commuting or during other free moments in their day.

Shopping for the holidays now happens all year round. Google explains:

“This type of shopping has led to shorter, more purposeful mobile shopping sessions. In fact, while shoppers now spend 7% less time in each mobile session, smartphones’ share of online shopping purchases have gone up 64% over the last year, and 30% of all online shopping purchases now happen on mobile phones.

61% of shoppers begin their search before the Thanksgiving weekend, an increase of 17% from 2014. Despite research starting early, the actual shopping is being carried out later during the season.

Shopping related searches on mobile have grown 120% from 2014. Over half (52%) of shoppers said they would use their smartphones for holiday shopping before visiting a store, whilst 82% consult their phones in-store. In addition, new mobile payment methods are making it easier to shop using smartphones with 40% of consumers saying they’d be likely to use their mobile payment features this holiday season.

When it comes to shopping days, Sunday scores top. Mobile shopping searches were found to be 18% higher on Sundays than the rest of the week.

Sunday is the favourite shopping day for mobile shoppers

mobile shopping


In addition, the research found that 26% now turn to view videos for reviews on products as well as gift ideas and shopping advice. Unboxing videos have become a new phenomenon with 60m hours of such videos having been viewed on YouTube in the US this year.