Mobile Devices Set To Deliver A Merry Holiday Season To Marketers
Nearly 9-in-10 Respondents Will Go Online to Shop for the Holidays—and 3-in-5
Will Make More or At Least the Same Amount of Online Purchases This Year vs.
BURLINGTON, Mass., Oct. 30, 2012
BURLINGTON, Mass., Oct. 30, 2012 /PRNewswire/ --Burst Media,
(http://burstmedia.com), a leading online media company and wholly owned
subsidiary of blinkx PLC (LSE AIM: BLNX), today released the results of its
sixth annual survey covering the intentions and behaviors of holiday season
shoppers. Conducted in the first half of October among more than 1,200 U.S.
online adults aged 18 or older, the study found that mobile devices—including
smartphones and tablets—will likely impact all aspects of the consumer
purchase process. The study specifically found that shoppers who access the
web through a mobile device vs. those who access through a desktop or laptop
are more likely to purchase a product online (57.4% vs. 43.2%), to search of
locations where a product can be purchased (39.7% vs. 28.1%) and to search for
last minute holiday deals (29% vs. 16.4%). Additionally, the study found that
nearly one-third (30.3%) of consumers will use a smartphone to go online for
holiday shopping reasons. This figure increases to 40.0% among 18-34
year-olds—eclipsing desktop computers (31.0%) as a means to conduct holiday
"Tablets, smartphones, display, video and social as digital platforms magnify
the opportunities for marketers to engage with and even hyper-target consumers
while they research and actively shop for holiday gifts," said Mark Kaefer,
marketing director, Burst Media. "The savvy marketer should take advantage of
all the opportunities that now exist within the wired home, from the Xbox to
the iPad, and wow holiday consumers with creative that provides a wealth of
product information, social features and the opportunity to make a purchase."
Mobile devices also play a role in the in-store shopping experience, as more
than one-third (36.7%) of holiday shoppers have used a smartphone and/or
tablet to aid with shopping at a physical retail location. Two-in-five (39.4%)
shoppers who use a mobile device to assist with in-store shopping do so to
research and compare prices of different stores, 37.1% research and compare
the prices of different brands, and 1-in-3 (32.6%) access coupons and/or
In addition to the strides made on the mobile front, shopping online for the
holidays in general is popular as ever. Nearly 9-in-10 (87.2%) holiday
shoppers will go online to research and/or shop for products and gifts this
season—a figure that is up nearly 10% from Burst's 2011 holiday study.
Three-in-five (61.5%) respondents who turn to the web to shop will make either
more or the same amount of holiday purchases online in 2012 vs. 2011. Among
respondents reporting a household income of $100,000 or more, 78.9% will also
make more or the same amount of holiday purchases online this year vs. last.
One half (52.2%) of holiday shoppers say they "like" or follow brand-name
products on social media such as Facebook, Twitter and Pinterest. Within this
group, 44.8% say they "like" or follow brands to access special offers—but
women are much more likely than men (51.3% vs. 36.7%, respectively) to do so.
At the macroeconomic level, nearly 3-in-5 (58.4%) respondents to the Burst
survey will spend more or the same on the holidays in 2012 compared to 2011.
Marketers and retailers should rejoice: this figure includes 19.0% of
consumers who plan on spending more this year vs. last year—a nice uptick from
2011, when the number of respondents who said they planned to spend more (vs.
2010) was just 11.2%.
In addition, at the time of the survey, 89.4% of holiday shoppers reported
that they still had items to check off their lists—indicating that the holiday
consumer market is very much in play.
Download the full "Holiday Spending Season—2012" Burst Media Online Insights
report (PDF) at http://burstmedia.com/research.asp.
About Burst Media
Founded in 1995, Burst Media represents thousands of independent web
publishers. Through a select group of vertical channels, built around areas of
specific interest, Burst connects advertisers with audiences across the web's
most dynamic communities in a social, engaging way. A wholly owned subsidiary
of blinkx PLC (LSE AIM: BLNX), Burst is headquartered in Burlington,
Massachusetts, with sales offices throughout the United States and in the UK.
Visit us at http://burstmedia.com or call +1 (781) 852 5200 for more
SOURCE Burst Media
Contact: Mark Kaefer, Burst Media, +1-781-852-5283, firstname.lastname@example.org
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