Mobile devices will play a pivotal role this Thanksgiving as the holiday transforms into "Mobile Thursday," the day before Black Friday. Twenty-eight percent of smartphone- or tablet-owning adult holiday shoppers plan to shop on Thanksgiving Day with their mobile devices. This will nearly double the percentage from 2011, when only 16% said they would use a mobile device to shop on "Mobile Thursday".
In addition to shopping for the holidays, 29% of smartphone or tablet owners say that they have used or plan to use their mobile devices to assist with upcoming Thanksgiving holiday preparations. That number rises to 40% when focused on adults aged 18–34.
These are the key findings of a new online survey by Harris Interactive, conducted on behalf of Digitas, a top, digitally led, global integrated brand agency, from November 5 to 7, 2012, among 2,059 adults ages 18 and older.
"Our findings reinforce that mobile is not just another channel. It's a technology-driven cultural phenomenon that is changing how people are connecting to brands and commerce. With more consumers shopping on their devices, brands are being provided with more mobile moments to address and create impact — even during a time of turkey, football, and family," says Chia Chen, SVP, Mobile Practice Lead, Digitas.
The study suggest that parents should be prepared to allow mobile devices at the Thanksgiving dinner table or risk not seeing their college kids on the holiday.
— Students Are a Mobile Thursday Force; Will Choose Mobile Devices Over Turkey
Two in five students (38%) say they'll do holiday shopping on their mobile devices on Thanksgiving. Twenty-two percent of students are likely to decline a Thanksgiving meal invitation if they know they would not be able to use their mobile devices while there.
Even though consumers experience mobile-user frustrations, the survey finds that they still have strong intent to purchase via mobile.
— Consumers Want to Shop via Mobile, But Brands Still Have Need to Catch Up
The study revealed that three-quarters (76%) of those who shop by mobile device and computer say that it is easier to shop via computer. Only 8% say their shopping experience is easier via mobile and one in six (16%) say there is no difference between the two.
Survey Methodology:
This survey was conducted online within the United States by Harris Interactive on behalf of Digitas from November 5 to 7, 2012, among 2,059 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.
