Recent studies on holiday shopping reported retailers saw a more "mobilized" holiday shopper in 2011. There is great deal of data we can take away to prepare and optimize advertising campaigns for 2012.
The increase in mobile use may be the most impactful on e-commerce and online shopping. Consumers shopped seamlessly across devices, using their phones for research and to purchase online. According to IBM Benchmark data, 12 percent of online visits to a retailer's website were from mobile devices, an impressive +5 percent year-over-year. A total of 9 percent of online sales were conducted on mobile phones and they saw a +173 percent increase in mobile shopping on Christmas Day.
According to a Google and Ipsos/OTX Post-Holiday Shopping Study, mobile smartphones and tablets were used more frequently and with an increase in dollars spent:
Particularly among those who used these devices last year:
Not only are the mobile devices being used, but they have impacted the sales funnel tremendously. Multiple device holiday shoppers used their devices simultaneously - 25 percent used more than one device to shop this year. They used more than one device at the same time to shop and many started on one device and continued on a different device to research and complete transactions.
Translated into actionable tasks for online advertising and PPC:
Mobile will continue to grow, so understanding and staying current on mobile user behavior will be critical to expanding into this device channel. Consider the device and how it will be used to search for products and services and craft advertising to meet the mobile user's needs.
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Lisa Raehsler is the founder and principal strategist at Big Click Co., an online advertising company and Google AdWords Certified Partner, specializing in strategy and management of SEM and PPC for search engines, display, retargeting, and social media ad campaigns. Lisa has led strategy on dozens of PPC accounts and puts her experience into practice every day as a thought leader in integrating clients' search campaigns with ecommerce websites, behavioral targeting strategies, and web analytics. She has participated extensively in the local interactive community, as well as at national search engine marketing conferences. Lisa's recent speaking engagements include SES, OMS, MIMA, HeroConf, and SMX conferences, as well as numerous private and public training engagements. As a columnist for ClickZ and Search Engine Watch, she writes on the topic of paid search. Follow her on Twitter @LisaRocksSEM.
December 12, 2013
1:00pm ET / 10:00am PT