The Rising Influence of Mobile Devices in Holiday Shopping Trends
Smartphone users are not only researching products showcased in television commercials; they are also leveraging their devices for direct purchases.
A recent survey conducted by Samsung Ads revealed that 77% of smart TV users frequently shop via their mobile devices after viewing advertisements on TV.
This trend is expected to persist throughout the holiday period, with Salesforce predicting a surge in mobile shopping activity. From December 23 to 25, they estimate that mobile devices will generate 83% of website traffic and account for 76% of online sales.
Cross-device mobile advertising. The content featured in TV commercials has a significant capacity to sway consumers’ buying decisions on their smartphones. This forms the crux of “shoppable” interactive advertisements on television.
The study indicates that 30% of viewers have utilized a QR code presented in a TV ad to discover more about a product, and 29% go a step further to make a purchase using that code. Additionally, 23% interact with brand advertisements through games or quizzes.
This data suggests that many individuals who reported making frequent mobile purchases do so without needing to scan a QR code or engage in a game. Interestingly, Gen Z consumers exhibit a 52% increased likelihood of valuing QR codes and links for further details, according to the findings from Samsung Ads.
Mobile Wallets. Over 24% of global orders during the holiday season are anticipated to be executed using mobile wallet services like Google Pay, Apple Pay, and PayPal, claims Salesforce.
In the week following Cyber Monday, transactions via mobile wallets saw a 16% rise compared to the previous year.
Why this matters. The term “shoppable” varies within the digital advertising landscape, influenced by the consumer experience. Certain smart TV commercials allow viewers to purchase or learn more about a product directly through their remote. In the realm of e-commerce, “shoppable” may refer to clicking on a promotional advertisement or influencer post leading straight to a product available for purchase.
This holiday season clearly illustrates the increased reliance on mobile devices for shopping. A QR code featured in a commercial can enhance its shoppability — particularly for the 30% of viewers who choose to scan it. For a significant number of mobile users, simply seeing a brand or product name in an eye-catching advertisement prompts them to search on their devices.
Explore further: 2024 holiday sales to meet ambitious projections
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