Smartphone shopping expected to beat all other devices |

Smartphone shopping tipped to beat all other devices this holiday season

Ryan Brinks 15 November 2017 NEWS

Smartphones overtaking computers for online shopping

For the first time ever, more people will do their holiday shopping on smartphones rather than computers.

The convenience and popularity of the smartphone is so profound that it’s become the leading device for those shopping online this month for Black Friday and Cyber Monday deals, according to a recent consumer survey.

The Consumer Technology Association’s (CTA) 2017 Pre-Black Friday Survey shows almost two thirds (61%) of online shoppers will use smartphones to do their online holiday shopping this year. More than half (54%) of November holiday shoppers will use laptops to buy online, while fewer (46%) will make their purchases from a desktop computer.

That’s not the only fast-rising trend. The newest avenue for people to buy the gifts and items they want is via voice-activated smart speakers, and the survey indicated that such purchases, popularized by devices like the Amazon Echo and Google Home, have garnered almost one fifth (19%) of the online holiday shopping market.

Earlier this year, global retailer Walmart entered into a partnership with online marketplace Google Express to provide customers the ability to start voice shopping their weekly groceries from late September.

One of the driving forces behind the dominance of smartphone shopping is the growing influence of deals. The number of people surveyed who made unplanned purchases based on hot deals rose from 50% to 56% in 2017.

As people become more connected through social media, accessible on smartphones, the way they find deals also evolves. In the past year, deal sharing by friends and family has become the top source of deal awareness. Consumers learn of more deals from their social connections (68%) than from TV ads (63%), in-store signage (60%), search engines (59%), newspapers (59%) and online ads (54%).

Mobile phone payments have seen a dramatic rise in popularity around the world. Target is the latest big brand to offer in-app payment options with its recently announced rollout of REDcard payments by smartphone.

Furthermore, Black Friday and Cyber Monday shoppers aren’t just using their smartphones, they’re buying them too. Buying a new smartphones was only slightly behind buying a video game console as the top choice on adults’ holiday shopping lists. Other list-topping items included devices such as TVs, laptops and tablets.

Tech gifts as a whole are the most popular they’ve ever been, with 68% of adults planning on buying them, and the average spend estimated at $478 per person. Rising in interest are wearables and smart-home products.

For help finding the best deals on this year’s hottest gifts, check out our guide to Black Friday deals and browse all the Black Friday ads from leading retailers like Target, Best Buy, Walmart, Microsoft, Samsung and more.

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