If there was any doubt that mobile would play a significant role in holiday shopping, the verdict already is in. Thanksgiving Day saw the greatest amount of both mobile traffic and mobile orders for online shopping, leaving PC traffic in the dust, based on a new online mobile shopping study. Over the holiday weekend, mobile traffic accounted for 75% of traffic on average, with the other quarter coming through computers, according to the study, which is based on an analysis of data from 3,000 online retailers.
The big numbers for mobile commerce holiday shopping come out both before and after the holidays. Every year for the last several years, the mobile commerce activity numbers have been up and this year promises more of the same. In one of the latest holiday shopping forecasts, mobile shopping has passed shopping on desktops and tablets for the first time.
More consumers are turning to their smartphones for shopping, and while many of them start a mobile purchase, most of them don't finish it. Shopping card abandonment has been an issue for online shopping for years, but it looks like mobile makes it even worse. While the abandonment rate for desktop purchases is 70%, on smartphones it's 78%, based on a new shopping card abandonment report.
It's getting much easier for consumers to pay for things with numerous forms of mobile payments but they still aren't doing it in mass. We have Apple Pay, Android Pay and Samsung Pay, along with the relatively new entry of payments through branded apps from Walmart and CVS, along with the poster-brand of payments, Starbucks. This year, 38 million Americans will have used their mobile phones to pay at the point of sale at least once in the last six months, according to a new study.
We know from numerous studies that consumers use their phones while shopping in stores. For marketers, the obvious issue has always been about finding out exactly how shoppers are using their phones both before they travel to the store and then once they get there. Most studies show that top of the list of what shoppers do is conduct product research and then check competitive pricing.