Study: Holidays may be merry, but not mobile

Consumers may make merry during the upcoming holiday season, but mobile devices may be less a part of the action than retailers like.



According to a new survey from marketing automation platform provider Bronto Software, only 19% of holiday shoppers plan to purchase from a tablet, and 22% from a smartphone.



Consumers will use mobile devices to search for the best deal: 65% will look for promotions and coupons, 63% will check prices on that store's website and 61% will search for lower prices at another store or site.



Conversely, among the functions retailers expect consumers to use their mobile devices for the most is to read reviews (61%). More than 60% of retailers expect shoppers to use their devices to research their return and exchange policies when, in fact, only 19% of shoppers say they will use their mobile device for that purpose.



The study also found that 38% of shoppers say they won't shop with a retailer that doesn't offer free shipping. Yet only 28% of all retailers plan to offer free shipping on all purchases. Among online-only retailers, only 18% plan to offer the same deal.



In addition, the interest in flash sales declines with age. More than half (54%) of all millennials love them compared to only 39% of shoppers aged 30-39 and 16% of shoppers aged 50-64.