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BizReport : Mobile Marketing : December 07, 2011

Shoppers hitting stores, online sites to purchase more for 2011 holidays

According to comScore the first 32 days of the holiday shopping period have brought in more than $20 billion, a 15% increase over 2010 numbers. Mid-range and upper-level income brackets are pushing the spending increase find researchers, but mobile is the big story. Their research shows over one-third of mobile consumers have used their phone to make at least one purchase since getting their device.

by Kristina Knight

"We are now entering the portion of the season when online retailers typically reduce their promotional activity as they attempt to restore their margins, which can sometimes contribute to temporary softness in spending growth rates," said comScore chairman Gian Fulgoni. "However, this will likely be immediately followed with an acceleration in the spending rate as we approach the middle of December, which is sure to bring us several more billion dollar online spending days."

Meanwhile data from eBay, IBM and PayPal finds an increasing number of shoppers are either shopping via mobile or using mobile devices in-store to find deals and product information.

If the stats on mobile shoppers isn't enough for you consider this: one of the largest mall operators, DDR, has tapped Placecast to power their new ValuText offering. ValuText is a location-based service which enables mall-based stores like TJ Maxx, HH Greg, PetSmart and other brands to connect with consumers as they enter malls/shopping centers. The platform sends retailer offers to opt-in shoppers when they enter a specific area.

Placecast powers programs like this for other retail entities as well. According to company information half of shoppers who visit a store after receiving this type of message hadn't already planned on visiting, 74% report they like this type of messaging and 22% say they've made a purchase after receiving a message.

According to Deloitte's new APS survey sales are pushing more purchases. Their researchers found 30% of shoppers say most of their 'stock up' purchases are made because of sales; two-thirds of shoppers plan shopping trips around sales, making options like text-based, location targeted ads a good fit for retailers.

Tags: 2011 holiday spending, comScore, Deloitte, ecommerce, mobile commerce, mobile marketing, Placecast

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