This holiday season has officially gone mobile with 35% of consumers using their smartphones to make online purchases, according to research from AdColony.
And much to the delight of advertisers, 64% of consumers said they’d be happy to make a purchase directly from a mobile ad if it was relevant.
Based on the responses from more than 1300 shoppers in the UK, the AdColony Holiday Shopping Survey 2019 found that 34% of consumers already use their smartphones to make all of their purchases all of the time.
The majority (68%) believe that smartphones are as secure as desktop devices to make purchases with.
Although more users prefer in-app shopping (31%) than mobile browser (26%) purchases, 43% remain undecided.
The most frequently purchased item on mobile are clothes (35%) and travel (16%).
And gift buying this holiday season is also mobile with 77% saying they had purchased gifts on mobile devices.
When it comes to preference it’s clear that what’s most important for shoppers is finding a good deal. And if that deal is available online, then shoppers are going for it.
For 41% of mobile shoppers, easy navigation is an important criteria followed by simplified payment solutions (40%).