Black Friday, Cyber Monday 2011 to be biggest yet for mobile shoppers, study finds

Black Friday and Cyber Monday are typically two of the biggest shopping days of the year, and as consumers continue to use mobile devices more frequently to make online purchases, 2011 is shaping up to be huge for mobile shopping. A new study from ad network InMobi found that an estimated 60 million people will use a mobile device to bargain-hunt this coming Black Friday and Cyber Monday, and 21 million of them will make purchases on their devices. “The study highlights that mobile is cannibalizing desktop shopping and shows that mobile devices will be a critical tool in all facets of shopping this holiday season,” InMobi VP Anne Frisbie said in a statement. “It will be ubiquitous both in the store and online, and successful brands and advertisers have a tremendous opportunity to differentiate themselves by creating an exceptional mobile experience.” More findings from the study follow below in InMobi’s full press release.

InMobi: Thanksgiving 2011 to Be Biggest Yet for Mobile Shopping

Nearly 60 Million Mobile Users to Shop on their Mobile Phones on Black Friday and Cyber Monday

SAN MATEO, Calif., Nov. 16, 2011 /PRNewswire/ — InMobi, the world’s largest independent mobile ad network, announces the results of a study on mobile consumers’ Black Friday and Cyber Monday shopping intentions.  The Holiday Mobile Shopping Study* finds that 2011 will be the biggest yet, with an estimated 60 million mobile users planning to utilize their devices during the upcoming holiday weekend, over 21 million (36%) with the intention to make purchases directly from their mobile handset.

The study uncovers that during Cyber Monday—traditionally dedicated to online shopping—a staggering 42% of mobile shoppers plan to use mobile devices to shop or research sales while on the move.

Commenting on the findings, Anne Frisbie, VP & Managing Director, North America, InMobi, said: “The study highlights that mobile is cannibalizing desktop shopping and shows that mobile devices will be a critical tool in all facets of shopping this holiday season.  It will be ubiquitous both in the store and online, and successful brands and advertisers have a tremendous opportunity to differentiate themselves by creating an exceptional mobile experience.”

Key highlights from the study include:

  • Price comparison shopping on mobile devices will more than double to 45%, up from 22% in 2010
  • 29% of mobile users will use mobile devices to learn about new products or services, and 27% will use their phone when making a purchasing decision
  • 15% of shoppers will use their mobile device to make a purchase on their device while in a store

The study questioned mobile users on the types of information that they are likely to research from their mobile devices during the holiday weekend.  Responses were as follows:

Information likely to be researched from mobile % of mobile users
Updates on sales and promotions 31%
Local store hours and directions 27%
Product information and availability 26%
Product photos 26%
Official retailer apps 18%
Customer support 17%
Other 17%

Frisbie added: “The clear upward trend to mobile shopping further empowers the consumer. Savvy shoppers price check products in-store, putting added pressure on brick-and-mortar retailers to remain competitive.  As a consequence, we expect some great deals this holiday as there is increased competition among retailers on the high street.”

About the study

InMobi conducted an on device survey among 907 US mobile users, questioning planned behavior over the upcoming holiday season.  The survey was conduced Oct 28th to Nov 4th 2011; the data is representative of all major platforms in the US market, including Android and iOS.

Forecasted numbers are based on percentage of respondents against the current total number of US mobile users, 123 million users, comScore, November 2011.

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