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BizReport : Ecommerce archives : December 09, 2011

Shoppers reacting to holiday season differently than in 2010

With three billion dollar spending days in the books it may seem the biggest change from the 2010 holidays to now is that shoppers are spending more money. But the big news is actually how people are shopping, not just how much they are spending.

by Kristina Knight

A Plimus survey found that 90% of people plan to shop online through the holiday season with about half planning to spend cyber dollars on digital entertainment - games, video, subscriptions and just over one-third (36%) planning to purchase social gaming credits and online games. In fact, nearly 20% of shoppers reported they might give a virtual gift this year rather than something wrapped up under the tree.

"We have seen huge growth in the number of transactions made through our payment platform, so the results of this year's survey were not surprising to us here at Plimus," said Charlie Born, vice president of marketing at Plimus. "The phenomenal growth of the digital goods and services industry makes it essential for vendors to provide unparalleled convenience and flexibility to online shoppers. Consumers are looking for the optimal online shopping experience; thus removing any and all barriers to a seamless payment process has become a necessity."

According to a recent Bronto Software/e-tailing group survey mobile and social are two areas merchants are looking for more return in 2012. Most of those surveyed are already using Facebook and Twitter to connect with consumers, but nearly half (42%) plan to create an m-commerce website in the next six months and nearly one-third plan to integrate barcodes and QR codes into their advertising mix. More than 25% are also considering mobile apps, SMS opt-ins, and texting to help engage shoppers.

"With a growing need to market across channels, particularly mobile and social, retailers will need marketing solutions that allow them to not only run cross-channel campaigns, but also to leverage the wealth of data at their disposal to improve engagement through relevant marketing," said Lauren Freedman, President, the e-tailing group.

And, from Reevoo, news that consumers are taking a multi-screen view to product research. Their new data shows 10% of people are now using offline, online, mobile and social screens to research products and find the best deals. Additionally 30% of shoppers are now using mobile devices in-store to research or find coupons/deal information.

Tags: e-tailing group, ecommerce, ecommerce trends, mcommerce, online shopping, Plimus, Reevoo

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