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Summary:

The fact is that because we got easy to use shopping apps on our phones, we are all seeing a big change in our shopping behavior. The biggest manifestation of this trend is going to be during the holiday season this year, according to Google.

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Ever since Amazon launched its mobile offerings (and Amazon Prime), slowly but surely my buying habits have shifted towards Jeff Bezos’ company which is on its way to become the new new Walmart. And I am not the only one.

The fact is that because we got easy to use shopping apps on our phones, we are all seeing a big change in our shopping behavior. The biggest manifestation of this trend is going to be during the holiday season this year, according to Google’smobile ads division. In a blog post, they predict some major gains for mobile-based shopping.

  • 15% of total “Black Friday” searches will be from mobile devices.
  • 44% of total searches for last minute gifts and store locator terms will be from mobile devices.
  • 65% of high-end device users report that they have used their device to find a business, and then made a purchase at that business in person.
  • Greater than 33% of both smartphone users and tablet users plan to start their shopping before Thanksgiving.

As we wrote about earlier, smartphones have turned into local shopping devices and during the holidays, the impulse to reach for your smartphone is even more powerful. With less time and more urgency to find gifts as the holidays approach, it makes sense that smartphones, already very intent-driven devices, will be become even more popular as shopping tools.

Elsewhere:

  • Forrester Research noted that tablets already account for 20 percent of e-commerce sales, despite the fact that only 9 percent of shoppers own tablets.

  1. With smartphone penetration getting higher and higher, I can only expect mobile to be more and more influential for commerce. But its not just mobile in and of itself, you have to look at what people use their phones for and what they’re constantly receiving notifications of. People spend a lot of time wired into Facebook and talking to their friends there and I think this influence will carry over into commerce. There are a number of companies mentioned at http://buyfacebookfansreviews.com that do nothing other than help promote peoples’ Facebook pages and I think its clear that businesses are looking to this social media to impact their bottom line. There are 2 parts to the equation though: you have to find ways to get fans and then reach out to them and get them to benefit you and that’s something that I don’t think many businesses have mastered yet.

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  2. Om, Forrester found that tablets accounted for 20% of mobile e-commerce sales, not 20% of overall e-commerce sales: http://bits.blogs.nytimes.com/2011/07/25/tablets-give-e-commerce-a-real-world-feel/

    That being said, mobile e-commerce is only accelerating. We might be two years away from mobile (including tablets) commanding over 50% of e-commerce sales.

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  3. wow, setting the bar low.

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  4. Tablets are not mobile.

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  5. The notion that mobile devices will play a large role in the upcoming holiday season should not come as a surprise to companies, especially considering that 59 percent of smartphone owners used their devices for holiday shopping activities in 2010 (according to a Google report). With the number of smartphone users continually increasing, retailers can no longer afford to delay the creation and implementation of their mobile strategies. These companies need to begin developing their mobile offerings now to ensure everything is in place for them to take advantage of the holiday shopping season. To make this easier, companies need to choose a partner with capabilities across numerous devices (Android, Apple, etc.) and channels (smartphones, tablets, etc.) to ensure they are maximizing the potential of their mobile strategy.

    David Eads
    Kony

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