Mobile Shopping Could Be Santa’s Special Helper This Year

Mobile phones and gaming apps could be a key way for retailers and brands to connect with shoppers this holiday season, according to a new survey that shows significant numbers of shoppers plan to use mobile devices to shop, and are likely to respond to mobile ads.

While a number of other holiday surveys have predicted that large numbers of shoppers will be returning to stores this year, the survey found that many of them will also be spending time on their phones, using gaming and shopping apps, and are open to receiving marketing pitches there.

While the sponsors of the survey, and authors of the accompanying report, The Modern Mobile Consumer 2022 Holiday Marketing Playbook, have an obvious stake in promoting mobile app marketing, the survey findings include interesting insights about a future where mobile phones and apps, rather than the malls, could become the best place to lure impulse shoppers during the holidays.

The survey findings, drawn from more than 21,000 responses from mobile app users, were released this week by app business platform IronSource and marketing agency M+C Saatchi Performance.

Close to two-thirds of consumers said they plan to use their mobile phone or tablet to shop. The survey also showed significant numbers of consumers are receptive to mobile ads, particularly rewarded ads on gaming sites.

Nearly half – 48% – said mobile ads that provide rewards to the viewer , such as extra points or a playing advantage on a gaming site, or access to content on a news site, have influenced their gift decisions.

Mobile gaming apps are becoming an increasingly important way for brands to reach shoppers, because of the large numbers of people using them, Sarah Chafer, vice-president of U.S. ad sales at IronSource, said.

Mobile gaming for an hour a day, or more

“Though many wouldn’t categorize themselves as a typical ‘gamer’, they will play hyper-casual games that provide short, snackable entertainment that can be continued in between other activities or while waiting in line,” Chafer said. “So in-app ads, and in particular in-game ads, are crucial for any retailer’s mobile marketing strategy throughout the year and in particular during the holiday season,” she said.

According the the survey, 70% of the respondents plan on playing mobile games during the holiday season, with 42% planning to play them for more than an hour a day.

The survey also asked consumers about their holiday spending plans. The majority, 65%, said they will spend the same amount, or more, than they did last year. Roughly a third – 35% – said they planned to spend more this year.

“While you might assume that economic volatility would be a concern for consumers,” the survey showed the majority are likely to spend more, with most expecting to spend between $250 and $500 on holiday gifts, Chafer said. Gen X consumers were the most likely to spend big this year, with slightly more than 20% of Gen X responders saying they planned to spend over $1,000.

The survey results skew to the young side, however. The report breaks out results for spending plans by Gen Z, Millennial, and Gen X shoppers, but not Boomers. The key question for this holiday season is will younger shoppers, and new ways of shopping, in app and on phones, drive results, or will older shoppers and more traditional retail channels set the pace.