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BizReport : Mobile Marketing : December 17, 2013


Report: One-third will download apps Christmas Day

2012 may have been the Holiday of Mobile, but app brands can expect another hot downloading and buying day this Christmas. According to a new SOASTA survey one-third of mobile consumers plan to download apps on Christmas Day - likely filling up those new tablets, smartphones and other devices waiting under the tree.

by Kristina Knight

Of those who plan to download apps nearly half (49%) say they'll download gaming apps while 43% plan to download music apps and 27% will look for weather related apps. The SOASTA report also shows men are more likely than women to head straight for their app store after opening gifts (35% vs. 24%) while Millennials are more likely than their older counterparts to look for new apps.

Meanwhile, the 2013 holiday season as a whole is shaping up nicely. comScore reports just over $31 billion has been spent online so far over the 2013 holiday season, a 9% increase over 2012.

"However, there is an interesting emerging storyline that helps speak to what's happening during this year's very unique holiday season. It would appear that the abbreviated calendar between Thanksgiving and Christmas is compelling shoppers to complete more of their online buying during the weekends - with this most recent weekend boasting an exceptional 71-percent gain from last year, following on the heels of last weekend's 34-percent jump," said Gian Fulgoni, comScore Chairman. "The weekend is typically a lighter period of online buying than during workdays, but the weekend surges we're seeing may be attributable to the effects of showrooming, with the in-store shopping experience increasingly getting disrupted by comparison shopping on mobile phones, leading to more conversions online after leaving the store. Of course, it's also likely that many consumers realize the holiday spending clock is ticking and are urgently buying their gifts whenever they have time. And that, in turn, works to the benefit of e-commerce."

Three individual days (Black Friday, Cyber Monday and Green Monday) have surpassed the $1 billion mark with an additional $1-billion-plus spent over the Thanksgiving Weekend (Nov. 30-Dec. 1) and Cyber Weekend (Dec. 7-8).

Image via Shutterstock

Tags: 2013 holiday shopping, app trends, comScore, ecommerce, ecommerce trends, mobile marketing, SOASTA










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