Half (52.6%) of those who own a smartphone said they will use their device to research products, redeem coupons, use apps to assist in their purchase, and purchase holiday gifts and items, according to a survey conducted for the National Retail Foundation by BIGresearch.
Tablet owners are even more likely to use their device to aid in their holiday shopping – seven in 10 (70.5%) tablet owners will research and shop using their device. According to the survey, half (50.8%) of those with tablets will research products and/or compare prices, and more than one-third (34.8%) will actually make a purchase with their device. Tablet owners will also redeem coupons (21.5%), look up retailer information (33.8%) and use apps to research items or purchase products (21.0%).
When it comes to mobile shopping, young adults present the biggest opportunity for retailers. According to the survey, Americans aged 18-24 are the most likely to use their smartphones (72.2%) and tablets (86.4%) to shop for holiday items this year.
Men are also considerably more likely than women to use their smartphone and tablet device to shop for gifts. Two in 10 men (17.6%) and just 10.8 percent of women who own smartphones plan to purchase products, and four in 10 (38.5%) men with tablets and 31.3 percent of women with tablets will make purchases this holiday season.
For further insights about consumer spending and trends, stay tuned for more information about NRF’s Top 10 Holiday Trends media briefing, November 2 at 2 p.m., featuring NRF President and CEO Matthew Shay.
About the Survey
The NRF 2011 Holiday Consumer Intentions and Actions Survey was designed to gauge consumer behavior and shopping trends related to the winter holidays. The survey polled 8,585 consumers and was conducted for NRF by BIGresearch October 4-11, 2011. The consumer poll has a margin of error of plus or minus 1.0 percent.
