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Mobile Impact on Holiday Shopping Marathons

by | Oct 20, 2015 | Analytics & Data Management, Website Management

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 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.


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