The holiday shopping season is upon us. As a digital marketer, you still have time to plan and implement a successful holiday campaign. Before you get started, it’s critical to understand the full impact mobile has on holiday shoppers.
Here are 14 powerful stats that prove how valuable mobile is to your holiday campaigns.
Nearly two-thirds of Americans own a smartphone.
Smartphones saturate the market. They are the device of choice for most US consumers, who now spend more time on their smartphones than their desktops. As a digital marketer, make sure you’re not focusing your ad spend on desktop. You’ll have better luck reaching your mobile audience throughout their customer journey with mobile ads.
Smartphones made up 47% of the mobile traffic over Black Friday last year (nearly 60% of all online traffic was mobile).
Focusing ad spend on mobile is even more crucial over the holidays. The majority of online traffic is mobile, which is predominantly conducted on smartphones (vs. tablets). Plus, mobile sales have grown 27.91% since 2010, making it crucial for you to capitalize on this growing mobile audience and revenue over the busy holiday shopping season.
54% of all holiday shoppers plan to shop on their smartphones throughout the day.
Smartphones offer a convenience that desktops can’t. Smartphones are mobile and connected to the Internet pretty much 24/7. The majority of holiday shoppers aren’t ruling out shopping while on the go. Make sure you’re running device-specific ads to reach mobile consumer who are willing to make purchases on the fly. Consider running time-sensitive promotions, such as a receiving free shipping if you purchase online, in-person, or over the phone within the hour.
Mobile conversion rates jump 30% on Black Friday and 50% on Cyber Monday.
Compared to the first day of November, mobile shopper conversion rates are jumping closer to Black Friday and peaking over Cyber Monday. Plus, 38% of mobile shoppers will come close to finishing their holiday shopping by early December. What does this mean for you? You still have time to reach the mobile audience, but you’ll want to spruce up your mobile ad spend between now and these key benchmark dates.
58% of smartphone users will likely purchase products from your competition if your mobile site prevents them from making quick purchases.
It’s important to recognize that if you’re running mobile ads, your landing pages will need to be optimized for mobile and offer a seamless user experience. Otherwise you risk losing more than half of your mobile customers to your competitors. Optimize your site so consumers don’t have to pinch and zoom their screens to view content. Update your listings to show which products are completely sold out. Include a prominent phone number should consumers need immediate help finding or getting answers about a product.
Nearly 50% of holiday shoppers are open to buying from new retailers and just over 50% of smartphone users purchased from an unfamiliar brand.
Consumers are not as brand loyal as you might think, especially over the holiday season. If you put yourself in the consumer’s shoes, you’re likely spending more money than usual because you’re getting gifts for your loved ones on top of snagging holiday deals for yourself. You’re going to be open to the unfamiliar retailer that offers the best deal for the same product or service, which is why ensuring the customer experience online and offline is seamless and helpful.
31% of holiday shoppers plan to shop with a retailer if they receive personalized messaging.
With 31% of holiday shoppers wanting to feel like they matter to the brands that target them, it’s going to be especially true if these shoppers already have a relationship with them. As a digital marketer, if a consumer has purchased from your brand in the past or they’ve visited a certain product page, re-target them with ads relevant to their interests. If they’ve conducted their search on a mobile device, make sure you’ve optimized their experience for mobile.
78% of shoppers online use the internet for holiday research, yet only 40% of holiday shopping occurs online.
Even though the majority of consumers conduct their holiday research online, 40% of these shoppers are opting to buy offline. This can include in-store and over the phone. As a digital marketer, you’ll need to account for the omnichannel customer journey that encompasses both online and offline channels. For instance, if they browsed for a new stove on your website and you have a store location in their city, re-target them with local ads featuring your location and local phone number.
The ability to view in-store inventory online is seen as “important” or “critical” to 61% of shoppers.
Don’t assume your online shoppers only want to buy online. Over 60% of shoppers are interested in purchasing in-store. If you have a local store, make sure your inventory is up-to-date as close to real-time as possible. Many consumers want to see products in person before making a purchase decision.
4 out of 5 mobile local searches result in a purchase (73% are in brick-and-mortar stores).
Mobile users searching locally have high purchase intent. Even though most are not converting online, you’ll want to target these local users with locally relevant ads. Try including local numbers as opposed to toll-free as they tend to result in higher engagement. People are more likely to call if they know you’re nearby.
In-store visits occur within 24 hours for 76% of smartphone shoppers that searched for a business nearby.
The intent to immediately purchase at a local store is very high for smartphone shoppers. When running mobile ads to smartphone users near your store locations, make sure you include location extensions and call extensions as well as your holiday hours in your business profile. This is especially critical when “near me” searches have grown over 130% YoY.
84% of consumers reach for their smartphones in-store.
Forrester Research found that most consumers engage with their smartphones while they shop in-stores. Yet interestingly, many do not finalize their purchases online. They’re researching reviews and competitor deals to help them make their in-store purchase decision. Try offering free WiFi to store patrons, it can help reinforce their purchase decisions. And by keeping them in the store longer, you’ll have more opportunities to upsell them on additional products with in-store promotions.
$44 billion in retail sales will be generated by beacon technology.
Adoption of this proximity marketing technology has been slow, with only 20% of retailers utilizing it, but it’s expected to rise to 400 million beacons by 2020. This makes sense considering smartphones help fuel this technology, and with the majority of consumers owning smartphones and using them to conduct research in-store, it’s already starting to prove highly beneficial. Beacons are already driving billions in revenue and can be used over the holidays to track consumer in-store behavior while pushing out special promotions.
162 billion calls will be generated by mobile marketing come 2019.
We already know the vast amount of holiday shoppers are conducting research on their smartphones and opting to purchase offline, which includes calling. The smartphone is still a phone, after all.
Many marketers tend to home into online conversions and in-store conversions, but these billions of call conversions must not be overlooked. Not only because of the sheer volume of calls being driven by digital marketing, but it’s easier to turn phone leads into sales: they convert to revenue 10x faster than web leads. Make sure you’re using call extensions in your mobile search ads and that your landing pages include a clear click-to-call button. You want to offer your consumers every outlet to convert, which means you cannot ignore the call conversion path.
Your holiday campaigns will be more successful if you can optimize for the mobile consumers that want to buy online and offline. If you can attribute which campaigns are driving those online and offline conversions, you’ll have a better understanding of your true holiday campaign ROI, which will help you make stronger campaign optimizations. Digital marketers often struggle with attributing call conversions because it’s still a fairly new concept, but you can get started with learning about these offline conversions by downloading The Digital Marketer’s Guide to Call Attribution.