According to the IAB study, entitled “Holiday Shopping in a Cross-Screen World,” men from they key 18-34 age group are especially active in making transactions via mobile, with 76 percent completing at least one transaction via their smartphones in a typical month. Among women the number was just 59 percent, considerably lower for the equivalent age group.

The 18-34 age group has long been a key demographic for marketers and advertisers, and the survey results confirmed their value, with 39 percent of the 18-34 age group surveyed saying that they spend at least $51 or more via their smartphone in an average month. Overall, the percentage who spent that amount amongst the entire sample surveyed, as well as other demographics such as parents of young children, was generally less than 30 percent.

Image Credit: IAB

The IAB report outlined a key implication of the results on the state of mobile marketing:

“We see this research as reflecting the growing importance of smartphones among the multiplicity of screens, media, and devices at consumers’ disposal, signaling an opportunity for marketers to reach consumers at the time and place where they are already holiday shopping – on their phones.”

Understanding The Intent Of Mobile Shoppers

Ahead of the winter holiday period, the survey asked U.S. smartphone owners for the most important reasons they would use their smartphones to shop. The top reasons consumers provided:

• 51 percent said they were looking at getting best price/saving money.
• 36 percent were looking to save time.
• 35 percent hoped to make it quick and easy to search, research, and find what they were looking for.
• 66 percent of smartphone users said that they planned to use their devices in some way to research, shop for, or purchase products via their smartphones this holiday season.

The data reveals the intricacies in which consumers are using their smartphones to shop. In that way, marketers can hone in on specific timings and niches to be visible and reach consumers at the right moments.

Image Credit: IAB

As the results show, mobile plays an important part throughout consumer purchase funnels. However, the way in which consumers use their devices for different purposes can vary, by gender and by demographic as the earlier statistics show.

Anna Bager, IAB senior VP of mobile and video, gave the following statement:

“We see this research as reflecting the growing importance of smartphones among the multiplicity of screens, media, and devices at consumers’ disposal, signaling an opportunity for marketers to reach consumers at the time and place where they are already holiday shopping – on their phones. In addition, with smartphones, tablets, and other devices gaining traction as shopping channels year-round, it is important that we understand exactly how consumers interact with these screens to research, shop for, and purchase products, so advertisers can accurately target them in a timely fashion, as they are doing on other media platforms.”

The complete “Holiday Shopping in a Cross-Screen World” study is available to download here.