Majority of millennials are using mobiles to check for gifts this holiday season

Mobile shopping appears to be on the radar among a growing number of holiday season shoppers. Indeed, 16% of Millennials are looking to make mobile purchases during the holidays this year, compared to 13% of Generation X shoppers and 7% of Baby boomers.

These are the findings of new research by Verizon-owned ad company Oath. The study highlights that mCommerce is gaining traction among younger generations in particular. 61% of millennials are also planning to use their smartphones to check out gifts. Meanwhile, half (50%) of Generation Xers and 32% of baby boomers are planning to do the same.

At the same time, 40% of Millennials will also be making direct purchases using their mobile devices, compared to 25% of shoppers of Generation X and 11% of baby boomers. This demonstrates that addressing multichannel marketing campaigns may still prove a valuable strategy this holiday season.

Furthermore, the study revealed that the majority of smartphone owners used their smartphones to compare prices (71%), whilst 69% researched products, 61% communicated with friends about gift ideas, and 55% looked up product reviews. Another 45% used their phones to get store directions.