Meet the Merry Mobile-first Shopper
The Who of Mobile Shopping this Holiday
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More people around the world are turning to their favorite, always-with-them device to do most of their Holiday shopping. Last Holiday, Facebook saw mobile conversions grow from 45% to 53% of total online conversions from the 2015 Holiday to the 2016 Holiday.1
In fact, Mobile-first Shoppers—people who expect to complete a majority of their Holiday purchases on a mobile device—grew year-over-year by an average of almost 30% across the 16 countries we surveyed in both 2015 and 2016.2 This last Holiday, Mobile-first Shoppers made up 13% of surveyed shoppers, globally.
Mobile-first Shoppers are the future
We found that people in Asia Pacific and the United States seem to drive this trend. At nearly 40%, Thailand has the highest share of Mobile-first Shoppers. And given that its Mobile-first Shoppers grew by 35% compared to last year, Thailand shows no signs of slowing down. Meanwhile, though share of Mobile-first Shoppers varies widely across regions, the countries with the lowest share are among those growing the fastest. For example, share of Mobile-first Shoppers in Argentina was 6% during the 2016 Holidays: it grew 72% compared to the year before.4
Younger people and parents are paving the way to this mobile-first future. Mobile-first Shoppers tend to be younger (50% of Mobile-first Shoppers are between the age of 18–34) and, given that mobile is most parents’ life line, parents make up over 50% of Mobile-first Shoppers compared to 35% of the total surveyed population.
Download this infographic to see share and growth of Mobile-first Shoppers by country.
Mobile-first Shoppers grew by an average of 30%3
Across the 16 countries we surveyed in both Holiday 2015 and Holiday 2016
13% Mobile-first
22% Desktop-first
49% In-store-first
16% Other
MILLENNIALS AND PARENTS ARE PAVING THE WAY TO A MOBILE-FIRST FUTURE5
Age breakout
Share of parents
51%are Mobile-first
33%are Desktop-first
29%In-store-first
Mobile-first Shoppers are merry
What makes Mobile-first Shoppers unique, other than their shopping preferences? Their merry feelings about the Holiday—including Holiday shopping.
COMPARED TO THE AVERAGE GLOBAL SHOPPER, MOBILE-FIRST SHOPPERS SAID THEY WERE:6
1.26xmore likely to love the holidays
1.39xmore likely to feel relaxed about holiday shopping
1.21xmore likely to feel excited about holiday shopping
What it means for marketers
Prepare for a mobile-first future today
Technological advancements—as well as changes in behavior—happen at different times in different places. Even though mobile-first shopping is not currently prevalent in every country, this is where we see the future heading. To appeal to these new, fast-growing shopping behaviors today, read on to see the when and why of mobile shopping during the Holidays.
Read on to see the when and the why of mobile shopping during the Holidays.
Definitions: Mobile-first Shoppers are people who said they expect to complete a majority of their Holiday purchases on a mobile device. Parents are people who answer "Yes" to the question "Are you the parent of a child under the age of 18 who lives in your household?"
Source unless otherwise specified: “Facebook 2016 Holiday Study” by Ipsos Marketing (Facebook-commissioned online study of 20,824 people ages 18+ across 17 markets (AU, AR, BR, CA, DE, ES, FR, GB, HK, IT, JP, KR, MX, PH, PL, TH and the US)), Jan 2017.
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