Mobile will drive retail shopping this festive season, with new research released today revealing mobile shopping is no longer for low-cost items and 42% of mobile shoppers set to spend nearly twice the amount (over $1000) of those who shop in person or on desktop. The findings are part of the “2021 Holiday Shopping: What Brands and Retailers Need to Know” research report released by InMobi, a leading provider of content, monetisation and marketing technologies that help businesses fuel growth.
The report also found that while traditionally Australian consumers have been more comfortable going to retail stores for their festive season shopping, this year 77% of Australians intend to use online as an important channel throughout the shopping journey. A combination of concerns over COVID related safety, reduced budgets, and fewer deals and offers, means that just 34% of Australians have yet made concrete shopping plans.
Savvy marketers have a significant opportunity to target consumers with shopping via mobile increasingly dramatically. One in three intend to use a mobile to make their purchases and some 39% of shoppers plan to explore and research via their mobile phone this year versus those who plan to explore and research in store at 47%. The report also found that 86% of holiday shoppers fall into the category of Bargain Hunters, offering brands a significant opportunity to target them with mobile-based offers.
“Naturally, holiday shopping plans have been impacted by lockdowns and other pandemic related concerns but as states begin to re-open brands will be able to drive meaningful connections with shoppers as a sense of normalcy returns,” said Richard O’Sullivan, InMobi Vice President and General Manager for ANZ.
“This year more of those connections will be made via the mobile phone with over a third (34%) of all Australians discovering new products through mobile advertising, such as Shoppable Media, mCommerce etc.”
Convenience (74%), free shipping (55%) and ease of payments and the range of products (51%) were the top three reasons cited by consumers for shopping on their mobile.
The “2021 Holiday Shopping: What Brands and Retailers Need to Know” report is based on a survey of 500 mobile users in Australia between 18th August – 1st September 2021 on the InMobi Pulse Platform.