HO-HO-HO Before Pumpkins

According to a recent report from marketing software company SteelHouse, 48% of shoppers say they complete the majority of their shopping on or before Cyber Monday, a 40% increase from 2013. Also, 25% of shoppers say they began their holiday shopping even before Halloween arrived.

The study, which represents millions of online transactions from about 500 U.S. retailers over desktop, smartphones, and tablets during the last 12 months, finds that people spend 82% of their mobile time in-app versus 18% in mobile Web. In-app campaigns, the reports says, convert at 5 to 10 times the mobile Web rate.

It would behoove marketers to use some sense of style when running a campaign, says the report, noting that dynamic creative increases conversion rates by 69%. Also, ads with video backgrounds and countdown timers achieve up to 10 times better performance.

Patrizio Spagnoletto, CMO at Steelhouse, says in a press release, “… analyz(ing) millions of data points between our advertisers and their customers… consumer behavior changes during the holiday period… this holiday season… we're likely to see consumers using Pinterest more than ever to aid in buying decisions…”

Additional findings from the report include:

  • Three out of four shoppers will continue to use their mobile device while in-store
  • Pinterest referrals spend twice the amount of Facebook referrals
  • 26% of e-commerce sales came from mobile devices from Thanksgiving to Cyber Monday, up 20% from the same period during the previous year
  • 87% of marketers are investing in mobile, but only 11% are using segments in those campaigns
  • 41% of mobile shoppers plan to use their mobile devices to research products and compare prices, many comparing prices while still in-store
  • 67% of consumers move between devices when they're shopping online, 98% of people switch between devices in a single day

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