describe the imageNow that the final days of summer are over, retailers are busy decorating to prep for the busy holiday shopping season. (I know what you're thinking; holiday talk already?) But when planning your marketing strategy, programs, and campaigns, it's important to take a step back and look at how consumers are using their mobile and tablet devices to drive in-store and on-device purchases.   

Headlining the findings is a projection by Google that 15% of the total Black Friday searches will be from mobile devices based on historical growth rates.

And, even more astounding, 34% of smartphone and 45% of tablet shoppers plan to start their holiday shopping this year before Thanksgiving, according to the research from Google. 

Adding to the "Can you believe we're talking about Christmas already?" conversation, Google says, "Advertisers do not realize that mobile users actively search for last-minute holiday gifts and to locate stores to purchase these last-minute gifts."

In fact, Google projects that 44% of total searches for last-minute gifts and store locator terms will be from mobile devices this holiday season, based on historical growth rates. And those mobile searches drive in-store purchases: "65% of high-end (i.e. smartphone) device users report using their device to find a business and then make a purchase at that business in person," according to the AdMob network holiday retail survey.

holiday data

Marketing Takeaway

Like it or not, holiday shopping season is right around the corner. Because of its fast approach, and because mobile adoption among consumers in increasing every day, marketers must take the necessary steps to optimize their presence for mobile devices and take advantage of mobile marketing tactics to stay competitive this holiday season.

Are you prepared to take advantage of such an increasing dependency on mobile search among shoppers? Is your website mobile-friendly? Can you leverage other mobile tools like QR codes, applications, or location-based services to grab the attention of this mobile demographic? While the holidays are approaching faster than we'd like to believe, there's still time to jump on mobile marketing. Start optimizing your mobile marketing strategy today!

Image credit: teamaskins


Originally published Sep 9, 2011 5:00:00 PM, updated October 20 2016


Mobile Marketing