Mobile Impact on Holiday Shopping Marathons

From time to time, DirectiveGroup team members will share their views on a provocative or otherwise thoughtful piece found as they research. Here, Kim comments on an article posted by Matt Lawson, Director, Performance Ads Marketing at Google – 2015 Holiday Trends – Shopping Moments Are Replacing Shopping Marathons.

It’s no secret that over the past several years, advancements in mobile technology have reshaped the purchasing cycle for consumers from the initial thought through the final decision. Even though most advertisers agree that the trends in mobile advertising will impact holiday shopping, many advertisers are not clear on the exact impact or what they can do about it.

In this article, Matt Lawson answers these questions and provides analytical data regarding the mobile impact of holiday shopping throughout the year.

Below you will find few key points discussed in the article.

People no longer wait for big shopping days like Black Friday or Cyber Monday: shopping happens in the moments between everything else in our lives.

  • In 2014, consumers steadily shopped for “gifts and presents” all season long.
  • In 2015, smartphones’ share of online shopping purchases increased by 64% over 2014.
  • This year, 30% of all online shopping purchases were made on mobile phones.
  • Mobile shopping searches peak on Sundays.

If you need help understanding how to use this data to increase your profitability, please contact DirectiveGroup.


Author: Lisa Maier

Lisa Maier is the CEO of DirectiveGroup, and brings great passion and over a decade of experience in the online marketing space. Her background includes a undergraduate degrees in Economics and Sociology, a Wharton MBA degree in Information Strategies & Economics, top tier technology strategy consulting and several years helping small technology companies traverse the chasm from good products to nationally scaled businesses, particularly making use of online marketing and media programs.