This holiday season, mobile shopping penetration will have changed little since the year-ago period, but more consumers who plan to use their mobile devices during the holiday shopping process actually plan to click “purchase.”
Forty-nine percent of consumers are expected to shop on their mobile devices, a slight drop compared with last year’s 51%, according to American Express’ October 2014 “Spending and Savings Tracker” study. The majority of consumers who plan to use their mobile devices during the holiday shopping season will be browsing and researching, but 19% of all consumers surveyed plan to use a mobile device to make a purchase, up from 13% in 2013.
“There were early adopters who [made mobile purchases] before everyone else, but this year, we’re seeing more of a mass audience embrace this technology for their shopping, and that will continue even more with the proliferation of things like Apple Pay,” says Kimberly Litt, public affairs manager at New York-based American Express Co.
Jeff Anulewicz, executive director of strategy at New York-based digital and mobile marketing firm Meredith Xcelerated Marketing, agrees that the proliferation of mobile-payment apps will accelerate mobile purchasing behaviors in the coming years. “It’s not going to give us any big lift this year, but it is going to force us next year to talk about mobile payment purchases in two ways: traditional e-commerce and paying straight through your smartphone.”
Another hurdle to be addressed in the U.S. market, of course, is security, says Morgan McAlenney, executive vice president of digital at The Integer Group, a Denver-based shopper marketing firm. “Shoppers are still hesitant, whether it’s ease of use, screen size or trusting encryption,” he says. “However, we urgently believe that mobile is reshaping shopper marketing. We expect to see a real battle to heat up on the retailer side of the equation next year in mobile payment and loyalty as [near-field communications] tools will potentially divide shopper loyalty between retailers.”
For more on mobile e-commerce, check out “Global Payments, Mobile Adoption” in the November 2014 issue of Marketing News, available at AMA.org/MarketingNews.
- Forty-nine percent of consumers are expected to shop on their mobile devices this holiday season, a slight drop compared with last year’s 51%, according ot American Express’ “Spending and Savings Tracker” study.
- Nineteen percent of consumers surveyed plan to use a mobile device to make a purchase, up from 13% in 2013.
- The proliferation of mobile-payment apps is expected to accelerate mobile purchasing behaviors in the coming years, experts say.
This article was originally published in the Nov. 4, 2014, issue of Marketing News Weekly.
About the author: Molly Soat is a staff writer for Marketing News and Marketing News Weekly. E-mail her at [email protected].