‘Tis the Season to Showroom: Black Friday Smartphone Usage

With more than half of Americans armed with a smartphone this holiday season, these small devices are set to play a big role in how consumers shop – both in store and on screen.

 

In our recent report, Holiday Shopper Profile: Offline Insights into Thanksgiving and Black Friday Shoppers, we surveyed 14,645 smartphone panelists about their holiday shopping plans and combined this with direct measurement of their offline shopping behaviors to provide in-depth analysis into this consumer segment.

 

According to Black Friday shoppers, smartphones are the perfect deal-hunting companion. Nearly half of survey respondents planned to use their device to “get coupons/deals” this Black Friday, while 43% of shoppers plan to compare prices online while they are in a physical retail store – i.e. showroom.

 

Showrooming has evolved, moving from a niche behavior of tech-savvy shoppers to a widespread consumer activity. To combat showrooming and even leverage it to their advantage, retailers need to understand which aisles these consumers are likely to be browsing.

 

Based on observed visits in October, those that plan to use their smartphone to showroom on Black Friday had a higher propensity to visit Bookstores, Toys Stores, Beauty, Sporting Goods, and Shoe retailer categories. Drilling down further by retailer found DSW Shoe Warehouse, Ulta, Sports Authority, and Dick’s Sporting Goods display some of the strongest brand affinities among this audience during their pre-holiday shopping activities.

 

In an environment where shoppers hold the pricing power of the Internet in their hand, brick-and-mortar retailers need to go on the offensive. By combining targeted mobiles ads with exclusive in-store incentives, marketers can drive the right audience in-store with an experience that an online competitor can’t match.

 

To find out more about Thanksgiving and Black Friday shopper trends, download the report.

 

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