Thirty percent of survey respondents said they expected to use mobile coupons during this holiday season, according to a new study by mobile marketing agency Briabe Media and mobile-social networking company MocoSpace. Interestingly, only 14 percent said they normally use mobile coupons.
Demographics-wise, Asian-Americans are the most apt to use mobile coupons this holiday season, at 35 percent. African-Americans (34 percent) are the second-most likely to use mobile coupons. And females (31 percent) are more likely than men (27 percent) to use mobile coupons during the holidays. From a broader view, 76 percent of the respondents say cell phones will be a part of their gift-shopping experience.
On the retail front, 62 percent said they planned to use mobile phones as a shopping tool prior to entering a store. And 46 percent stated they would use their phones for store or product research. According to the report, "This potentially suggests that for some consumers the mobile phone's role as a shopping tool is considered more beneficial when used earlier in the 'buying cycle.'"
From Dec. 1 through Dec. 4, Briabe and MocoSpace surveyed 12,533 consumers from the latter's mobile-social community. The panel was dominated by females (71 percent) when compared to males (29 percent). They ranged from teenagers (22 percent of the sample) to young adults (35 percent) to those aged 30-plus (43 percent). The 15-item questionnaires were completed mobile phones, according to a Briabe spokesperson.
The report also includes a handful of intriguing findings about ethnicity, gender, and age for mobile holiday shopping:
- Eighty-four percent of Asian-American holiday shoppers view their mobile phones as "somewhat to very important." African-Americans recorded the second-highest rating for that answer at 81 percent.
- Asian-Americans are utilizing mobile phones for shopping prior to entering a store more than any other ethnic group, at 68 percent. African-Americans weren't far behind at 63 percent.
- Inside stores, Asian-Americans (50 percent) and African-Americans (49 percent) use their mobile phones for shopping more than other ethnic groups.
- Females (34 percent) consider mobile phones more vital to holiday shopping than males (28 percent).
- While the report doesn't support the claim with statistics, it says the older the respondents, the less money they expect to spend on holiday gifts this year.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
March 19, 2014