• by Steve Smith , Staff Writer @popeyesm, November 8, 2013

The sound you heard about six months ago was the sound of, well, whatever sound a tipping point makes when you pass it. A firm majority of smartphone-wielding holiday shoppers are now well aware of the power in their hands and they plan to use it. According to Deloitte's 28th annual survey of holiday shopping intentions, 68% of shoppers who own smartphones plan to use them to help in holiday shopping.

Mobile may be helping drive interest in virtual shopping higher than ever before. Deloitte reports that for the first time in these annual surveys, the Internet finally came out on top when consumers were asked where they expected to shop. While 47% said they would be shopping online, 44% cited the former leading venue discount and value department stores. And 38% of those who will be shopping online say that is where the majority of their holiday budgets will be spent. 

But a range of other mobile shopping behaviors have already become commonplace.

How Smartphone Owners Expect To Use Devices For Holiday Shopping

56% get store locations

54% check/compare prices

47% get product information

45% Sshop/browse online

44% read reviews

40% check product availability in a store or website

36% get/use discounts, coupons, sales information

32% scan product barcodes to find more product information

31% make a purchase online

29% access social networks

24% get text messages or exclusive deals from retailers

Most deal-hunters are still using their devices most for the rudimentary stuff. Fifty-nine percent will use them to look up store locations, for instance. But a majority (54%) will be checking and comparing prices. Almost as many (47%) will look up product information.

Deloitte's annual survey is comprehensive for all aspects of shopping and involves over 5,000 consumers polled in mid-September.

The company confirmed most other surveys in finding that smartphone ownership has hit about 61% penetration in the U.S., up from just 42% two years ago. The smartphone segment is not only well-armed but also aimed at shopping. Those who own the advanced devices will likely spend 27% more on gifts than others this year.

Also accelerating onto retail radar this year are tablets. Deloitte finds tablet penetration already at 38%, and 73% of this segment plans to use the intermediate screen for shopping tasks. As one would expect, the top tablet activity connected to the holiday will be browsing and shopping. Deloitte Vice Chairman Alison Paul says tablets are a new and important force in the market because they “opened up an entirely new consumer touchpoint, where shoppers can view multiple retailers' products regardless of their location -- from their couch to the point of purchase.”

Mobile technology may be important to the holiday shopping cycle in less obvious ways as well. For instance, 54% of consumers feel that well-informed sales associates will lead them to make more in-store purchases, although the Internet is still cited as the most popular place to shop. And mobile technology plays a role in how shoppers perceive the quality of the in-store experience in that 32% said they feel that store associates provide better service when they are themselves wielding mobile technology. Which makes more than a little common sense. If consumers feel empowered by connected devices as they walk into the store, then what do they think of salespeople who appear pretty much disarmed?