Adroit Digital: Millennial moms will embrace mobile shopping this holiday season

Image via Flickr/allerleirau

Advertising company Adroit Digital has today announced the results of its holiday shopping survey, which measured the way moms are going to do their holiday shopping online this season. The survey found that 71 percent of moms are responsible for 75 percent or more of all gift purchases during the holiday season, creating ample opportunities for retailers (and mobile app developers) to capitalize on their increased shopping.

The survey was taken by 1,000 North American moms across three age groups, Millennials, GenX, and Boomers. Across all three groups, 32 percent of respondents say they will do 60 percent or more of their shopping online, whether on a desktop or a tablet or smartphone.

The survey found that retailers are still struggling to defend against showrooming, the act of browsing items in a brick and mortar store while comparing prices on a phone. The survey found 50 percent of moms will check prices against online retailers while shopping in traditional stores, and 42 percent will use their phones to compare prices at other nearby locations.

Image via Adroit Digital

That being said, businesses can stop shoppers from shopping online (or encourage them to visit their site over another) by introducing coupons and discounts, as 93 percent of moms said they would make an impromptu purchase if offered a deal or discount from an online retailer.

Millennial moms are ready to do the most mobile shopping this holiday season, as 31 percent of moms ages 18-24 and 25 percent of moms ages 25-34 will do at least 50 percent of their holiday shopping from a tablet or smartphone, rather than a traditional desktop or laptop. When including both GenX and Boomers in the figure, the number decreases to 21 percent.

Image via Adroit Digital

“We set out to understand moms’ holiday shopping plans and to identify the role tablets and mobile devices will play in their purchase journey,” said Scott German, GM of Adroit Digital, in a company statement. “To win this holiday season, retailers would be wise to pay special attention to moms’ plans to shop more online and from their mobile devices in particular. By presenting online discounts and focusing their efforts on the mobile web, they can influence their purchase behavior even during one of their rarer in-store visits.”

Adroit Digital’s survey is in line with that of mobile ad network Tapjoy, which found that 29 percent of smartphone users will use their devices to purchase at least one item this holiday season.