Aussies show strong preference for mobile shopping this festive season

Richard O’Sullivan, Vice President and General Manager in Australia and New Zealand at InMobi

Retail marketers are being advised that hybrid shopping is here to stay, with research showing that 60% more Aussies will shop on their mobile this festive season & 30% fewer Aussies will shop in store, compared to 2021. The data which comes from InMobi’s “2022 Holiday Shopping: What Brands and Retailers Need to Know” research report, also shows that 49% of Aussies have already made concrete shopping plans, a three-fold increase on 2021.

What were the key findings of InMobi’s survey?

Buying is expected to peak in November during the Black Friday and Cyber Monday sales for 58% of shoppers, while 18% will buy before ‘free shipping day’ on the 15th of December and 28% will purchase in the festive season two weeks before Christmas.

The report finds that mobiles are second only to TV when it comes to product discovery by consumers. However, when it comes to exploring and researching products, mobile is the dominant channel, with 56% of Aussie shoppers preferring mobile over in-store visits (31%).

Richard O’Sullivan, VP and General Manager for Australia & NZ, Inmobi said, “As shoppers continue to turn to mobiles as their primary channel for purchase, brands must think carefully about how they can leverage the rich signals available to drive contextual advertising at scale.”

How do shoppers plan to spend their money this season?

While shoppers are being described as cautiously optimistic about their festive season shopping, just 26% of Australians intend to increase their spending compared to last year’s holiday season budgets. Some 46% plan to spend about the same as in 2021.

E-gadgets, jewellery & apparel, & accessories are the categories most likely to be purchased via mobile devices, while groceries, home appliances, & home décor or furnishings will be most often purchased in store. Convenience 64%, availability of shopper reviews 62%, loyalty programs 59% & exchanges 57% have been identified as the main reasons why mobile apps & websites are gaining significant momentum as a purchase medium.

Bargain hunters are again the main category for Australian shoppers at 51% of all shoppers, a decline year on year as 44% fewer Australians will rely on offers alone to make their purchase decisions. 48% of bargain hunters plan to spend $1,000, the same as in 2021.

The number of Aussies who are category shoppers increased 3.5x from 2021 with almost half these shoppers, who have decided categories but not the products or brands, planning to spend more than the $1,000 they spent 2021. Brand lover shoppers have also increased 3.5x year on year & 38% of respondents plan to spend more than the $1,500 spent in 2021.

The “2022 Holiday Shopping: What Brands and Retailers Need to Know” report is based on a survey of 500 mobile users in Australia between September 8th and 10th 2022.