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Google: Millennials most likely to do online, mobile holiday shopping


Mountain View, Calif. – Millennial consumers age 18-34 are most likely to use online and mobile technology in their holiday shopping this year. According to a new survey from the Google 2013 Holiday Intentions Shopping Study, 95% of Millennials but only 87% of consumers age 35 and older plan to use the Internet as a tool for holiday shopping.

In addition, one in three Millennials but fewer than one-in-five (17%) consumers 35 and older who own smartphones plan to make a mobile purchase for the holidays. Both age groups are much more likely to make a mobile holiday purchase this year than last year – the percentage of Millennials planning a mobile holiday purchase increased 28% compared to last year while the percentage of older consumers grew 13%.

Seventy-six percent of all smartphone owners plan to use them as a holiday shopping aid (including non-purchase activities) and 25% of all smartphone owners intend to make a mobile holiday purchase.

Other findings include:

  • 41% of consumers will not complete holiday shopping till mid-December, with 24% completing holiday shopping at the last minute and 8% waiting until after Christmas day.

  • 63% of consumers do not have specific brands they want to purchase and 59% would consider making a holiday purchase from a new retailer.

  • 84% of consumers research products on one device and make a purchase on another device, while 80% use multiple devices simultaneously to make a purchase.

  • 81% of shoppers will respond to holiday discounts, 76% will respond to free shipping, and 60% will respond to purchase incentives.

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