Marketing News

Consumers to rely more on smartphones for holiday shopping

11 Oct 2018

An increasing number of consumers are using their mobile phones to make purchases over the holiday season.

New research from PwC has revealed that smartphone-based shopping transactions will increase 16% this year – up from 12% in 2017.

PwC's annual survey of more than 2,000 consumers found that 30% of respondents are using smart payments in-store via smartphones (34%) and wearables (16%).

According to a post on Mobile Marketer, Generation Z are currently leading the way with mobile shopping, with 50% of respondents saying they planned to shop via their smartphones over the coming months.

According to PwC's research, social media companies such as Instagram, Pinterest and Snapchat also stand to gain, thanks to the 39% of consumers using the 'buy' button on their phones and 25% clicking on shoppable photos. Shoppable ads enabling brands to make direct sales have been rolled out in different formats on all three platforms over the course of this year.

This shift in shopping habits is good news for social platforms who have enabled the rise of social influencers who have the power to influence the purchasing decisions of millions of consumers. Many Gen Zers rely on these influencers when making purchasing decisions, with 55% of this age group following influencers, compared to 41% of the wider population.

Influencer marketing continues to grow in popularity among advertisers looking to reach young adults who have grown tired of advertising overload. According to a survey by the Association of National Advertisers (ANA), three-quarters of advertisers are currently running some kind of influencer campaign. The ANA research also reveals that 43% of those expect to increase spending on those campaigns over the next year.

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30 %
of respondents are using smart payments in-store via smartphones
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