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SDL: Mobile research, showrooming strong this holiday season


Wakefield, Mass. – Most consumers in the U.S., U.K., and Australia are not using mobile technology for holiday shopping this year, but many will use mobile devices for product research and in-store showrooming. According to results of the 2013 Holiday Preferences Study from SDL, the majority of consumers in the U.S. (64%), U.K. (68%) and Australia (67%) are not using a tablet or smartphone more this year to purchase gifts.

However, 45% of all respondents use mobile devices to conduct research and 55% use mobile devices to conduct in-store showrooming (checking of prices at other retailers with a mobile device). Interestingly, despite the growing popularity of social channels, only 5% of respondents learn about products on Facebook and Google+; less than 2% on Pinterest and Twitter.

Other findings include:

  • Most U.S. shoppers confirm that they’re not waiting for Black Friday (82%) or Cyber Monday (80%) to begin their holiday spending. Consumers in the U.K. (63%) and Australia (73%) do not plan their holiday shopping around a specific day.

  • In the U.S., the preference towards brick-and-mortar stores increased from 51% in 2012 to 53% in 2013; in the U.K., the preference increased from 43% to 45%.

  • 71% of global shoppers shop during personal time, and not during work time.

  • 60% of global consumers are willing to pay more for a product if the brand delivered a positive customer experience. For consumers in the U.S., that total expands to nearly three-quarters (73%).

“The holiday shopping season is a critical time for brands to provide a positive customer experience,” said Mark Lancaster, CEO of SDL. “Our study shows that consumers’ preferences and behaviors can shift considerably from year to year, from country to country. Organizations that are able to consistently deliver compelling and engaging experiences, across media and geographies, are those that are poised to be successful this holiday season.”

SDL surveyed more than 4,000 consumers in the U.S., U.K., and Australia.

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