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BizReport : Mobile Marketing : November 20, 2014

Study: 3/4 will use phones for holiday shopping

Beacons and near field technology are more familiar to shoppers than many brands may realize. That is the takeaway from a new Placecast survey, conducted by Harris Poll. According to the report more than half (52%) of shoppers will smartphones are 'aware of' in-store beacons even though only about 15% of interacted with the beacons to date.

by Kristina Knight

In store beacons and near field technology may not rule the 2014 holiday season, but they will likely be more than a footnote. According to Placecast's new Alert Shopper Survey 3 in 4 smartphone owners will use their phones for some part of their holiday shopping this year.

• 39% will use smartphones to search for store locations
• 33% will search for store coupons
• 87% of Millennial men and 75% of Millennial women will use mobile devices while shopping in-store
• 54% of parents say they'll use smartphones to search for gifts

"It's not surprising that consumers are most influenced by sales and discounts; the question is, what is the best way to get these offers to them? Our survey looked at various ways brand can reach customers, and we found that reaching users on mobile while they are near stores, and using in-store technology - like beacons - are some of the best ways of reaching consumers who are looking for offers, or for more information to make a purchase," said Placecast CEO Alistair Goodman.

Because so many people are turning to mobile to help in their product search, Placecast advises retailers to:

• Localize beacons and mobile websites as much as possible
• Make it simple to purchase via mobile devices
• Customize content offered via mobile/beacon technology

Image via Shutterstock

Tags: iBeacons, m:commerce trends, mobile commerce, near field technology, Placecast

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