US and UK Consumers Choose Smartphones and Tablets for 2012 Holiday Shopping

2012 Holiday Mobile Audience Guide Reveals Consumers Increasingly Use Mobile Devices to Research Products, Compare Prices and Purchase Holiday Gifts

Nov 13, 2012, 10:00 ET from Mojiva

NEW YORK, Nov. 13, 2012 /PRNewswire/ -- Mojiva (, the leading mobile ad network that specializes in making mobile display advertising strategies come to life at scale, today released its 2012 Mojiva Holiday MAG, an ongoing study that identifies and evaluates the specific consumer attitudes and behaviors of mobile device users. The 2012 edition of the Mojiva Holiday MAG surveyed U.S. and U.K. consumers to gauge their attitudes toward mobile ecommerce shopping for both purchase consideration and amount for the upcoming 2012 holiday shopping season. The results reveal that mobile devices have become an important asset for holiday shoppers who are using their phones to research products, compare prices, look for sale information and coupons, and to also make product purchases. Nearly 80 percent of U.S. respondents stated they would feel comfortable spending more than $20 on a single item using their smartphone or tablet device, and 42 percent of U.K. respondents would feel comfortable spending more than £25 pounds on a single item using their smartphone or tablet device.

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"The opportunity for brands to reach holiday shoppers through mobile advertising is incredible this year – especially given the amount of research and time that consumers are spending on their smartphones and tablet devices in search of the perfect gift for their family and friends," said Amy Vale, Vice President of Global Research and Strategic Communications at Mojiva, Inc.

The Mojiva 2012 Holiday MAG reveals that consumers are even more comfortable with using their mobile device or tablet for holiday shopping than they were in 2011. The major findings include:

  • Nearly half of all U.S. respondents (46 percent) and over half of all U.K. respondents (55 percent) in the 2012 Holiday MAG typically start shopping for the holidays before November.
  • Nearly three-quarters of U.S. female respondents think their smartphone will be the most helpful for both price comparison and coupon/sale information when shopping for holiday gifts this season, compared to their U.K. counterparts at a combined 54.5 percent, respectively.
  • Nearly two-thirds of the U.S. 2012 Holiday MAG respondents would consider purchasing electronics on their smartphone or tablet, up from just over half (51 percent) in the 2011 Holiday MAG. Forty-four percent of the U.K. 2012 Holiday MAG respondents would consider purchasing electronics on their mobile device.
  • More than 25 percent of U.S. respondents and nearly 25 percent of U.K. respondents in the 2012 Holiday MAG own an iPad, while over 20 percent of U.S. respondents and nearly 20 percent of U.K. respondents own an Android tablet device.

The market is ripe for mobile advertising and ecommerce. According to comScore, consumers spent $35.3 billion online from November 1 through December 26, 2011 – an increase of 15 percent year-on-year, and the National Retail Federation projects 2012 holiday sales to reach $586.1 billion – an increase of 4.1 percent over 2011.

The Mojiva 2012 Holiday Mobile Audience Guide (MAG) garnered more than 1000 complete surveys each in both the U.S. and U.K. This study contains data that is specific to the United States and the United Kingdom, and was fielded from September 6 – 16, 2012. The full Mojiva 2012 Holiday Mobile Audience Guide (MAG) can be downloaded via Mojiva's Mobile Research Center.

About Mojiva
Mojiva is the mobile ad network that reaches more than 1.1 billion devices globally and represents more than 8,000 mobile and tablet publishers and apps. Mojiva provides advertisers and agencies with every imaginable mobile media execution across tablets and smartphones through mobile websites and apps.

Founded in May 2008 and based in New York City, Mojiva is an independent mobile ad network operating under parent company Mojiva Inc., a privately held company backed by Pelion Venture Partners, Bertelsmann Digital Media Investments and Shamrock Capital. Follow Mojiva on Twitter, like us on Facebook, or learn more at

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