Mobile holiday shoppers will be consulting devices in-store


TabletsMore than half of all consumers who are users of mobile devices will be using them for holiday shopping purposes, and out of that group, two thirds will be using them even when they are actually inside a brick and mortar facility, according to a new study from Prosper Mobile Insights.

Six in ten of those planning to use mobile will actually make purchases via their device, while the others use them primarily for organization, record-keeping and shopping purposes.

The leading planned mobile uses are:
* Compare prices with another physical store: 66.0%
* Compare prices with an online retailer: 59.7%
* Read product reviews to decide between products: 48.1%
* “Check in” for a discount: 40.3%
* Scan a QR code to get more information about a product: 39.9%
* Request a price match: 37.9%
Source: Prosper Mobile Insights™ Mobile Survey, Oct-12

 “We’ve all heard of the concept of showrooming, especially as it pertains to Best Buy and,” said Pam Goodfellow, Consumer Insights Director at BIGinsight™, “but comparing prices and products between retailers is just another of those smart shopping strategies that consumers have adopted to keep their spending in check. It’ll be up to retailers this holiday season to provide shoppers with value propositions they can’t resist – turning the showroom into a selling floor.”

Prosper also found out which categories mobile users are addressing most frequently with their devices:
* Electronics: 69.1%
* Clothing or clothing accessories: 50.4%
* Books/CDs/DVDs/Blu-Ray/Video Games: 45.7%
* Toys: 44.9%
* Sporting Goods: 29.7%
* Top Holiday Gifts to Purchase via Mobile (Mobile Holiday Shoppers)
* Electronics: 41.2%
* Books/CDs/DVDs/Blu-Ray/Video Games: 39.0%
* Clothing or clothing accessories: 36.7%
* Toys: 35.7%
* Gift Cards: 24.9%
Source: Prosper Mobile Insights™ Mobile Survey, Oct-12