Tenth Annual Holiday Season Survey Shows Mobile Devices are Effective in Engaging Shoppers and Steering Them Down the Path to Purchase

Desktops Lose Ground; Connected TVs and Gaming Platforms are Up-and-Coming Shopping Platforms

Nov 06, 2014, 09:30 ET from Burst Media

BOSTON, Nov. 6, 2014 /PRNewswire/ --


It's that time of year again! Black Friday is three weeks away and holiday season shoppers are raring to go—and they are using mobile devices like never before.

Conducted in the first half of October 2014, Burst Media and Rhythm NewMedia surveyed 786 US online adults aged 18 or older. The study focuses on why consumers use mobile devices while shopping within a brick-and-mortar store location as well as how and when they plan to shop this year for the "traditional" December holidays such as Christmas, Hanukah and Kwanza.

Key findings:

  • Consumers use mobile devices in-store to help make purchasing decisions. Among respondents who use mobile device(s) inside physical retail locations to help with the shopping experience, one-half (53.8%) research and compare prices of different stores—and 41.5% research and compare the features of different brands.
  • Push notifications received in physical locations drive retail purchases. Three-quarters (76.8%) of respondents who report receiving mobile push notifications in-store for promotions read the alerts when they come through—and 67.2% usually redeem what is being offered.
  • Mobile payment systems are used by young shoppers. Nearly one-quarter (22.2%) of 18-34 year-olds who use mobile devices to shop use apps (e.g., Google Wallet, Apple Pay, etc.) to purchase items inside physical locations—including 40.0% of men aged 18-24. 
  • Mobile continues its ascent. Two-fifths (39.5%) of respondents who use a smartphone and/or tablet to shop will use their mobile devices more this holiday season versus last.
  • Retailers will see the impact of purchases made via mobile devices. Among respondents who will research holiday items/purchases on their mobile devices, 58.8% say they will do so to assist in making online purchases, 46.2% say they will do so to help with offline purchases and one-third (33.3%) will make purchases directly on these device(s).
  • Consumers shop online to avoid the stress of dealing with big lines and crowds. One-quarter (24.9%) of respondents say their favorite aspect about shopping digitally is that it's "relaxed."
  • As of mid-October, more than one-quarter (27.2%) of respondents have started shopping for the holidays. This figure nearly doubles the 2013 finding for the same period.
  • Planned use of a desktop device for holiday shopping has dropped sharply. In 2014, one-third (32.7%) of respondents report using desktops for online holiday shopping—compared to 47.8% in 2013.
  • Consumers use Connected TVs and Gaming Platforms to shop. Among all respondents, 10.5% use Connected TVs and 7.5% use gaming platforms (e.g., Xbox) to shop for the holidays—and men aged 18-24 lead the way at 24.0% and 28.0%, respectively.

The Lesson for Retailers:

This holiday season will very clearly be impacted by the rise of the "mobile consumer" and their use of mobile devices to research products and/or make holiday purchases.

To be successful this holiday season, marketers must embrace making consumer connections on mobile platforms. These connections can be accomplished and amplified through owned and operated platforms (i.e., mobile optimized websites and mobile apps) as well as through mobile advertising opportunities and mobile extensions to television and interactive display campaigns. When paired with mobilized sites on browsers or within installed apps, mobile rich media specifically can be a very effective branding and direct marketing vehicle—especially when location-based targeting (e.g., geo-fencing within a mile radius of a physical retail location) is applied. Additionally, mobile in-stream video can be an extremely effective tool to massively distribute a brand's message with sight, sound and motion.


Mark Kaefer, Marketing Director at Burst Media, is available for interviews about the survey.


Boston, MA


November 6, 2014


Full Online Insights Research Report (PDF)


Blog Post and Infographic





About Burst Media

Founded in October 1995, Burst is a full service provider of digital advertising solutions for independent web publishers and brand advertisers.

We've grown up in the digital space and clearly see how it fosters vibrant and diverse communities that are redefining the way brands must communicate, interact and engage with consumers. For Burst nowhere is the power of communities more current than in the independent web—and the independent web is what Burst believes in. Where we succeed is bringing the independent web to brands that want to reach loyal, highly segmented audiences—no one does it better and at greater scale than Burst. Burst is the independent web—and through our direct publisher relationships and our cutting-edge creative solutions we bring success to publishers, advertisers and audiences alike.

In addition to our digital media offerings, we also market AdConductor, an ad management solution, to ad-supported businesses such as ad networks, technology providers, portals and individual websites.

Visit us at www.burstmedia.com or call +1 (781) 852 5200 for more information.

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About Rhythm NewMedia

Rhythm is a leading premium mobile video advertising technology company, focused exclusively on smartphones and tablets. The company connects brand advertisers with highly engaged mobile audiences by selling and serving video, rich media and other immersive advertising formats. The company's core expertise lies in the delivery of impactful brand advertising campaigns against high quality content for targeted, relevant audiences. Rhythm has partnered with more than 50 premium media companies, across a portfolio of 200+ properties. For more information please visit www.rhythmnewmedia.com.

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SOURCE Burst Media