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When holiday shopping, online and mobile devices will be key to consumers

November 7, 2013

Every holiday season, retailers take steps to try and appeal most to shoppers: consumers are using their credit cards and debit cards more often in the winter months than during any other point in the year.

Every holiday season, retailers take steps to try and appeal more to their shoppers, as consumers use their credit cards and debit cards more often in the winter months than during any other point in the year. Some recent studies have suggested that the best way to do that this year is simple: investing in online and mobile credit card payment processing terminals. 

The web is now the first place where consumers receive an impression of a retailer or brand, according to a holiday-themed study published by Google. The internet is now the number one resource for holiday shopping, the report claims, with roughly 80 percent of consumers identifying online pages as their most useful source of information available to them. By contrast, only half of shoppers told the company that they find television advertisements helpful in the same regard. 

Consumers are also planning on making extensive use of mobile devices: Google reports that more than 75 percent of smartphone owners plan to use them while browsing through potential holiday purchases, and one in four smartphone owners will buy a product through a mobile credit card processing checkout page. 

In fact, many shoppers are planning to make use of multiple devices for their shopping process this year: four out of every five shoppers will use more than one channel – such as smartphones, tablets, online and in-store shopping outlets – while making their purchases this winter. Online channels will be most important, unsurprisingly, to millennial shoppers: 95 percent of individuals between the ages of 18 and 34 reported that they’d use the internet as a holiday shopping research, and 88 percent of millennial smartphone owners will make use of those devices while purchasing.

Another recent study, conducted by Catalog Spree, further illustrates the extent to which shoppers will rely on mobile devices this holiday season. That company found that two out of every three consumers will shop for holiday gifts from a tablet device at some point this year, and that one out of every four will make use of both smartphones and tablets to the same purpose. 

“Retail customers are rapidly gravitating toward tablets and smartphones for shopping,” said Joaquin Ruiz, CEO of Catalog Spree. “In fact, we believe 2013 will go down as the last year in which retail web traffic from PCs will be greater than web traffic from mobile devices. Consumers are initially drawn to the convenience of shopping from an app on a tablet or smartphone, but it’s the experience that makes them stay.”

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