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BizReport : Search Marketing : December 21, 2015

20% of consumers only use mobile to research gift purchases

Among U.S. consumers, a significant number will only use their mobile device to research gifts online this Christmas, according to a recent survey by Searchmetrics.

by Helen Leggatt

Of the 2,000 U.S. adults surveyed by Searchmetrics, more than two-thirds say they will use their smartphone to research gift this year. Among 20%, their smartphone will be the only device they use for the task.

"Ahead of the 2012 holiday shopping season, Google overhauled its Google Shopping service to entice more consumers to use its search engine to research their holiday buys," said Marcus Tober, CTO and founder of Searchmetrics. "This year, the search giant has taken the seasonal product search battle to the mobile platform by introducing new features just ahead of the shopping season that make it easier for shoppers to use Google Shopping to locate products using their phones."


That's not surprising considering ecommerce giant Amazon (62%) and Google (44%) are the most popular sites consumers use to find gift ideas. However, consumers are also using social media for research - Searchmetrics' survey found that both Facebook and Pinterest were social platforms on which gift research was undertaken, cited by 27% apiece.

"Our survey of the way people research holiday gifts indicates how product search is now a complex process that involves search engines, social networks and sites such as Amazon and eBay. Retailers need to be visible in all these areas. And if they are not selling on Amazon or other online marketplaces, they have to keep tabs on competitor activity on these sites," said Tober.

Denys Prykhodov /

Image via Shutterstock

Tags: 2015 holiday shopping, ecommerce, mobile search, search marketing

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