Most holiday shoppers use apps on the go

Mobile marketers should take note of a recent survey from PriceGrabber, which revealed mobile shopping trends for the upcoming holiday season.

Researchers polled more than 3,500 U.S. online shopping consumers in late October, and found that 39 percent have shopping-related apps on their smartphones, while 42 percent plan to download new shopping apps on their devices for holiday purposes.

Reasons for adding additional applications included comparison shopping, which was most popular at 70 percent.

Additionally, 65 percent stated they will download coupon apps, which were found to resonate among users in a recent study published in the Journal of Research in Interactive Marketing. Author Sy Banerjee explained that even in today's fast-paced society, memory of mobile coupon messages "often outlasts the expiry dates on the coupons themselves." This means that even if it's glanced at quickly, a mobile coupon may result in a consumer finding that store later in his or her day to redeem the perceived deal.

This is significant, because according to the PriceGrabber survey 44 percent of respondents indicated they only have time to shop on the go, while 79 percent noted that they'll likely use the downloaded apps when they're out shopping. This emphasizes the importance of location-based marketing efforts through companies such as foursquare, where deals can be sent to users who are in the vicinity of a store.

Researchers also found that 62 percent of respondents will download price checking apps with barcode scanners, while 46 percent downloaded apps related to Black Friday deals.

"Following the higher-than-expected success of Black Friday and Cyber Monday this year, we aren't surprised to see a meaningful percentage of consumers planning to spur retailers with another round of shopping closer to Christmas," said Graham Jones, general manager of PriceGrabber. "We expect that shoppers will stay on top of last-minute incentives and price drops that are certainly on the horizon in the coming weeks via the internet and mobile shopping applications."

In contrast, a recent study from BDO USA revealed that just 36 percent of retailers intend to include mobile in their holiday marketing strategies, citing the fact that it's still an "experimental strategy" for many.

However, the rise in shopping during the Thanksgiving holiday is reason for optimism.

"The early reports on Black Friday and Cyber Monday are very positive, especially for mobile," study authors note. "That success will lead to more retailers adopting mobile."