The Always-On Consumer

In November we released “The Always-On Consumer,” which also happens to be our 11th annual holiday season consumer study. Findings from our early October 2015 survey of 550+ online adults are detailed throughout the paper, and we cover everything from shopping timing and dollar amount spending intentions to what devices consumers will use to shop in both physical retail locations and through digital channels.

Compared to recent holiday seasons, the usage rates of smartphones and tablets have grown immensely when it comes to researching products and gifts, and for making purchases. In fact, we found that 7-in-10 (71.5%) holiday shoppers in 2015 are “mobile holiday shoppers” (i.e., they will use a smartphone and/or tablet to shop)—and that’s a big increase from our 2014 report, where 53.4% of holiday shoppers said the same thing. Perhaps most telling, a 3-in-5 (60.4%) majority of mobile holiday shoppers aged 18-34 will exclusively use a smartphone as their holiday shopping device.

Download your copy of the report for full details below.

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