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Cross-Device Holiday Shoppers Are Four Times More Likely To Be Female

Starting a search on one device and completing it on another continues to gain popularity. Sometimes the search will begin on the desktop and the sale will be carried out on the smartphone. I do it all the time. Evidently, according to data released Wednesday, I'm not alone. Surprisingly, although men are typically known for being more tech savvy, women will jump from one device to the next when shopping more often -- especially during the holidays.

Drawbridge looked at device ownership, demographic, and activity trends of consumers falling into more than 100 categories of holiday shoppers to draw an outline of the habits of a typical cross-device holiday shopper. The research found that cross-device holiday shoppers who visit gaming, utilities, entertainment, social and style and fashion sites are four times more likely to be  female. When men use more than one device, they are more likely to visit entertainment, dating, gaming, utilities, and sports sites.

Compared with the general population, device ownership trends of cross-device shoppers indicates they are two times more likely to own iPhones rather than Android phones. They are 50% more likely to own iPads compared with Android tablets, and are 3.5 times more likely to own Macs vs. Windows PCs.

The average income level of the cross-device holiday shopper hovers between $25,000 and $60,000 annually. Cross-device holiday shoppers with an average annual income between $60,000 and 75,000 comprise about 21.06%, between $75,000 and $100,000 follows with 18.26%; more than $100,000 at 7.51%; and under $25,000 at 0.91%.

Although --Cyber Monday has passed, but HookLogic found that Green Monday, Dec. 8 -- was one of the top 10 shopping days this season. The company's data shows that traffic rose 2.5 times and conversions 1.7 times compared with the respective baselines. Mobile shopping will likely float right into next year.

In 2015, eMarketer estimates about 257.3 million mobile phone users, up from 1.9% in 2014. Although the number of mobile phone users remains relatively flat, Internet use on mobile and mobile content consumption will increase. eMarketer expects 72.8% of mobile phone users to use their device to access the Internet at least once per month, and 37.1% of the mobile phone population to listen to music on their phones next year, 64.8% to play games and 40.1% to watch videos.

When it comes to tablet users, eMarketer estimates about 156 million in 2015, up 6.1% from 2014. iPad users will grow 3% to 78.5 million, and consumers using both tablet and smartphone will reach 107.4 million, up 16.4 from 2014.

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