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BizReport : : October 17, 2016

Holiday Roundup: Mobile to impact holiday shoppers

A trio of recent surveys indicates 2016 may be a mobile holiday.

by Kristina Knight

First, AppsFlyer has looked into how shoppers on Apple and Android devices are engaging with retailers. According to their data iOS shoppers are likely to finish their mobile purchasing by Cyber Monday, but that Android shoppers aren't shopping so early. In fact, last year, Android devices showed a 24% increase in transactions during Christmas week.

"In planning for the holiday season, it is critical that app marketers understand the differences in holiday activity for iOS and Android users," said Ran Avrahamy, VP Marketing at AppsFlyer. "Our data will help marketers understand the holiday trends in order to take full advantage of them and drive the greatest revenue in the remainder of 2016."

Meanwhile, data from App Annie shows that Android clicks from retail apps increased 40% YoY, with apps for online-first retailers seeing more activity than those for brick-and-mortar stores. One of the more interesting findings is this: shoppers are increasingly using more channels to research products or pricing before buy an item.

App Annie's data also indicates that mobile can help to improve the overall in-store shopping experience.

Finally, AppBoy data indicates mobile shoppers are shopping earlier. Their researchers looked at data from 2015, which shows a 74% increase in mobile traffic the day before Thanksgiving, which higher shopping levels throughout the Black Friday weekend. Their data also shows a 158% increase in transactions on Thanksgiving Day 2015, and a 300% transaction increase on Black Friday.

Tags: App Annie, AppBoy, AppsFlyer, appvertising, M:Commerce, mobile commerce, mobile marketing, retail apps

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