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Retailers Prepare for E-Holidays

by MarketingCharts staff
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Q3 Retail E-Commerce Sales Up Y-O-Y

Retailers may be paying heed to recent e-commerce estimates: according to comScore, online retail spending reached $36.3 billion Q3, representing a 13% rise year-over-year. In fact, this is the 8th consecutive quarter of positive year-over-year growth, and 4th consecutive quarter of double-digit growth rates. According to comScore analysis, the 13% growth this quarter was primarily a function of an increase in the number of buyers (up 22%), with 74% of all internet users making at least one purchase in the quarter.

Majority View Devices as Shopping Tool

prospermobile-marketingcharts-press-2.jpgIf there is indeed an uplift in holiday e-commerce, mobile device owners could be significant contributors: 3 in 5 smartphone or tablet owners plan to use their device for a range of holiday shopping purposes this year, according to [sign-up page] a report released in November by Prosper Mobile Insights. Data from the report indicates that of those respondents, 60% plan to use their device as a “mobile mall,” meaning that they will purchase products, compare prices, or conduct other similar activities on their smartphones or tablets. Meanwhile, although the majority (56.7%) will use their devices most during their planning/research stage, one-third will use them to make at least 50% of their holiday purchases.

Entertainment, Clothing & Tech to Lead Purchases

58% of smartphone or tablet owners who expect to use their device for a holiday shopping purpose plan to buy books, CDs, DVDs, Blu-ray or video games on their device, according to the report. Roughly half also plan to purchase clothing or accessories and electronics. Interestingly, some of those consumers may be buying a tablet: according to November analysis from Retrevo, 20% of tablet owners plan to buy an iPad this holiday season (compared to 10% of all respondents), while 27% of existing tablet owners plan to buy the new Amazon Kindle Fire tablet (compared to 12% of all respondent).

Other Findings

  • 2 in 3 respondents to the Prosper Mobile Insights report who plan to use their device for a holiday shopping purpose are either somewhat or very likely to use their device to purchase products on Black Friday. Cyber Monday (63.5%) and the Saturday after Thanksgiving (58.6%) are the next most popular shopping days.
  • Of the same group of respondents, 8.5% plan to use the Amazon app the most to help them plan their shopping for the holidays. Google (5.8%), Notes (4.0%), Shop Savvy (2.9%), and Safari (2.1%) followed.
  • Amazon (18.6%) is also the app that respondents plan to use the most to purchase products for the holidays, followed distantly by eBay (6.1%) and Google (2.2%).

About the Data: The Prosper Mobile Insights survey was conducted 10/25-10/27/11 among 329 smartphone and tablet users on their devices.