However, not everyone is an early bird. Over a quarter (29%) of those surveyed don't plan to start shopping until after turkey day, and another 11.7%—including 17.3% of all men—admit they will probably wait until the last minute.
Below, additional key findings from the report, which was based on a data from a survey of 993 US online adults age 18 or older.
- 18.7% of shoppers surveyed say they will either spend much more or somewhat more on holiday gifts this year compared with last year.
- 46.9% plan to spend about the same, and 22.6% plan to spend less this year.
Digital: Relaxing and Convenient
- 91.7% of holiday shoppers plan to go online to research gifts and/or make purchases.
- 25.1% say their favorite aspect of shopping online (or with apps) is that it's relaxed; they avoid the stress of store crowds, finding parking, and more.
- Customers also like the convenience and efficiency of online shopping.
Make Way for Mobile
- 45.7% of respondents plan to use smartphones (up 51% year over year) and 41.3% plan to use tablets (up 190%) to go online and research/shop for holiday products and gifts.
- Moms are more likely to use a desktop (45.1%) versus a laptop (29.1%) for holiday shopping; women who do not have children are more likely (53.4%) to use a laptop than moms.
- Dads are heavy tech users for holiday shopping: 60.2% use laptops, 53.9% use desktops, 56.6% use smartphones, and 54.8% use tablets.
Mobile Device Use in Stores
- 40.3% of respondents who use either a smartphone or tablet to shop use their devices inside physical retail locations.
- 55.9% use their devices inside retailers to research and compare prices.
- 43.7% use their devices inside stores to research and compare product reviews.
For more findings from the report, check out the following infographic:
About the research: The report was based on data from a survey conducted in October 2013 of 993 US online adults age 18 or older.
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
You may like these other MarketingProfs articles related to Customer Behavior:
- Undivided Attention: A Key Benefit of Traditional Mail Marketing
- The Attention Economy: How Time Affects Your B2B Marketing Efforts | Marketing Smarts Live Show
- What Makes B2B Tech Buyers Distrust Brands?
- The Availability Heuristic, Sharks, and Your Marketing
- Discovering the Brain Science That Drives B2B Buyer Behavior: Nancy Harhut on Marketing Smarts [Podcast]
- World-Class Case Studies; Building Trust on the Internet | Marketing Smarts Live Show