About 7 out of 10 smartphone users are planning to use their devices for holiday season shopping, a new Deloitte survey revealed.
Of the 68% consumers, 56% of them primarily use smartphones to search for store locations, 54% of them to check and compare prices and 47% to get product information.
Deloitte’s 28th annual survey of holiday spending intentions and trends revealed that consumers using smartphones for holiday shopping are anticipated to spend 27% more on holiday gifts compared to non-smartphone owners.
The survey also revealed that major consumers are anticipating shopping via their tablets, with 63% of the overall tablet owners signify using their devices for holiday shopping.
Deloitte vice chairman, retail & distribution sector leader Alison Paul said that tablets are a two-way street for retailers.
"They have opened up an entirely new consumer touchpoint, where shoppers can view multiple retailers’ products regardless of theirlocation – from their couch to the point of purchase," Paul said.
"Retailers can also put tablets to work in their stores, providing both their sales team and customers with a broader lens into merchandise selection.
"Now that the majority of consumers also own smartphones, these two devices have altered the way they interact with a brand, while also yielding a higher spend per customer."
However, 37% of respondents prefer shopping in a physical store than online for holiday products, with 54% of them noting that familiar store associates will direct them towards in-store purchase, while 32% of respondents believe store associates offer them a better shopping experience than mobile technologies.
"In the store, retail associates can be engaged to drive loyalty rather than just complete a transaction," Paul added.
"The most successful retailers are empowering their associates to become devoted brand advocates who are knowledgeable, connected online, have the authority to price match and are aware of products available through other channels."
The survey also outlined that smartphone ownership rose to 61% of respondents, with six in 10 women owning smartphones, while 79% of consumers in ages 18-24 own a smartphone.
