Mobile commerce: 65% of shoppers are planning to use mobile devices to shop this Black Friday

Anne Freier | November 23, 2017

Mobile Advertising

With Black Friday approaching fast, mobile engagement platform, Leanplum has partnered with retail app platform, Branding Brand, to take a closer look at the impact of mobile on the upcoming shopping event.
Based on the responses of 1,000 US holiday shoppers, 65% of them plan to purchase goods on Black Friday using their mobile devices with 35% using dedicated apps.
Another 64% of shoppers are also looking to use mobile devices to research sales, coupons and deals.
An average 40% of users are opting for push notifications and half of respondents are likely to enable push notification to find out more about specific Black Friday deals.
The survey asked shoppers which mobile messaging channels may influence their shopping decisions the most; over half (55%) believe that email communications would be a core influence on their decision making. Just a quarter of them prefer in-app messages whilst 23% would like to see push notifications.
One of the reasons why mobile plays such an important role for many shoppers is avoiding long lines in-store with 63% of respondents citing this as a core reason. Fifty-eight percent also plan to use mobile devices to compare prices and 45% wish to use mobile to find coupons.

As previously reported, eCommerce is likely to be a winner this year and this survey reiterates the sentiment as 70% of shoppers are likely to turn to online stores for special deals. In particular, Amazon and eBay will be experiencing a notable rush (70%), whilst discount stores such as Walmart and Target are also on the list (62%). However, specialty outlets such as Etsy or Shopify were also cited by 16% of respondents.

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