New InMobi Study Says Mobile Shoppers Are Preparing To Spend Big This Festive Season

Mobile Pnone Shopping Online With A Debit Card
B&T Magazine
Edited by B&T Magazine



Mobile will drive retail shopping this festive season, with new research revealing mobile shopping is no longer for low-cost items and 42 per cent of mobile shoppers set to spend nearly twice the amount (over $1000) of those who shop in person or on desktop.

The findings are part of the 2021 Holiday Shopping: What Brands and Retailers Need to Know research report released by InMobi, a leading provider of content, monetisation and marketing technologies that help businesses fuel growth.

The report also found that while traditionally Australian consumers have been more comfortable going to retail stores for their festive season shopping, this year 77 per cent of Australians intend to use online as an important channel throughout the shopping journey.

A combination of concerns over COVID related safety, reduced budgets, and fewer deals and offers, means that just 34 per cent of Australians have yet made concrete shopping plans.

Savvy marketers have a significant opportunity to target consumers with shopping via mobile increasingly dramatically. One in three intend to use a mobile to make their purchases and some 39 per cent of shoppers plan to explore and research via their mobile phone this year versus those who plan to explore and research in store at 47 per cent.

The report also found that 86 per cent of holiday shoppers fall into the category of Bargain Hunters, offering brands a significant opportunity to target them with mobile based offers.

“Naturally, holiday shopping plans have been impacted by lockdowns and other pandemic related concerns but as states begin to re-open brands will be able to drive meaningful connections with shoppers as a sense of normalcy returns,” said Richard O’Sullivan, InMobi VP and GM for ANZ.

“This year more of those connections will be made via the mobile phone with over a third (34 per cent) of all Australians discovering new products through mobile advertising, such as Shoppable Media, mCommerce etc.”

Convenience (74 per cent), free shipping (55 per cent) and ease of payments and the range of products (51 per cent) were the top three reasons cited by consumers for shopping on their mobile.

The 2021 Holiday Shopping: What Brands and Retailers Need to Know report is based on a survey of 500 mobile users in Australia between 18th August – 1st September 2021 on the InMobi Pulse Platform.

Featured Image: iStock/ArisSu




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