Expect interesting use cases of mobile during holidays: Deloitte exec

By Giselle Tsirulnik

November 2, 2010

Retailers must prepare for mobile-savvy shoppers

Mobile will influence holiday purchases this year, according to Deloitte’s 25th Annual Holiday Survey.

The research found that nearly three-quarters (72 percent) of respondents indicate that online and mobile research will influence their holiday purchases. Shoppers will also reach for their phones before reaching for their wallets, the survey finds.

“Mobile’s role this holiday season differs from last year for many reasons,” said Alison Paul, vice chairman and retail sector leader at Deloitte, Chicago. “I think the first difference is more people own and use a smartphone this year than last.

“Also, more retailers are using the platform versus last year and the law of larger numbers is in practice here as well,” she said. “I see some more creative and clever uses this year as marketers have come out of the experimental stages.

“We may see some really interesting tie-ins with in-store and online.”

Mobile shoppers
Among the nearly one out of five shoppers (17 percent) who plan to use their smartphones in the holiday shopping process, 56 percent of them will do so to compare prices, up from 45 percent in 2009.

More than one out of 10 (12 percent) of consumers will turn to social networks for information such as gift ideas and coupons, discounts and sale information this holiday season. 

Generation Y, or respondents in the 18 to 29 years old age group, will lead the holiday dialogue online, with one-quarter (25 percent) planning to visit social media channels.

Of the consumers who plan to use a smartphone in the holiday shopping process, 46 percent will use their devices to get product information.

A whopping 42 percent will use their smartphone to to shop or browse online, 39 percent will use it to read reviews and 38 percent to check product availability.

Database building
Ms. Paul said that the building of databases and refreshing them is what most companies will focus on in terms of mobile marketing for the holidays.

“Companies that build databases and leverage them best will be the ones that win during the holidays,” Ms. Paul said. “Innovation continues to drive the marketplace.

“Technology is becoming less of a luxury and more of a necessity,” she said. “Like everything else, mobile is about convenience, since people have less time.

“Mobile satisfies an American demand to do things right now as opposed to saving things to do later.”

Final take
Giselle Tsirulnik is senior editor of Mobile Marketer

Comments on "Expect interesting use cases of mobile during holidays: Deloitte exec"

1. Ryan Williams says:

   October 7, 2011 at 1:11pm

   Looking back now, this was definitely the case with me and all of my friends and family. Researching what you are interested in will provide you with some facts that are relevant to your purchases. This will allow you to choose the better deals and brands available. I can't wait to do that again this year, it adds a little something to the season.