Mobile and social media are prime shopping channels for customers during holiday season

Younger shoppers are 34% more likely to use their mobile devices whilst in-store according to new research by Conversant Media.

The latest 2018 Holiday Retail Outlook Report finds that as consumer behaviour is shifting toward increasing use of mobile devices, brands and retailers must adapt their strategies to provide better engagement opportunities.

During the last holiday season, 66% of digital orders were made on a smartphone or tablet, whilst 62% of consumers planned to use email coupons redeemed on mobile devices. Another 34% said they planned to shop more on their phone during the holidays.

Customer shopping behaviours on mobile phones vary with 63% shopping during their free time. Another 40% shopped on mobile whilst watching TV and 31% browsed social media at the same time.

For retailers and brands the findings mean that they must ensure a smooth mobile experience. This includes streamlining the experience and ensuring that promotions can be redeemed via mobile apps or websites. Additionally, rewards should be easily accessible on mobile devices.

Furthermore, brands can enable location-based technologies to drive messaging to consumers.

When it comes to shopping inspiration during the holiday season, social media ranked high among customers. Indeed, 55% of respondents have previously made purchases via social media channels. However, just 40% of retailers offer social medias as purchase channel. At the same time, 22% of customers feel that social media will have the biggest influence on their holiday shopping.