Two Thirds Of US Consumers Holiday Shopping On Line; Two Thirds Of Them Are Mobile

According to research and consulting firm Conlumino, reported by Internet Retailer, 77.1% of U.S. consumers with jobs plan to go online from work to do some of their holiday shopping. 45.9% will shop online only during their own time only, but 31.2% say some of their web shopping will take place on company time.

Among all U.S. consumers, including those who are retired or unemployed, 67.4% plan to go online to shop this holiday season, an increase of 14.9 percentage points from 52.5% in last year’s survey, says the report. Most of that shift represents more consumers shopping via smartphones and tablets.

The percentage planning to use mobile devices to shop for holiday gifts rose to 44.7% in this year’s survey, an increase of 14.8 percentage points from 29.9% last year. 51.1% say they will shop from a computer, an increase of only 0.8%.

A separate report from RetailNext, which primarily compiles data about bricks-and-mortar retail stores, projects online sales will increase 16.2% during this holiday season over last year, and account for 11.9% of retail sales this year versus 10.5% during the 2014 festive season.

According to the report, RetailNext says the increase in digital sales represents a big part in the 2.8% growth in overall retail sales this holiday season versus last year, while Conlumino projects a 3.2% increase in holiday retail sales, and says seven in 10 of the consumers it surveyed plan to spend more or the same on holiday gifts in 2015 than they did last year.

Conlumino CEO Neil Saunders says “… this holiday will be a reasonable one for retailers, but fall short of being spectacular… there just isn’t sufficient spending power or consumer confidence… “

The survey also found that:

  • 79.8% of consumers plan to do some holiday shopping in stores, down 4.4 percentage points from last year
  • 9.2% on TV shopping sites (down 1.8 percentage points)
  • 19.8% via mail order (down 2.6 percentage points)
  • 4.2% at other venues, such as yard sales (down 0.6 percentage points.)

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