Seventy-six percent of male smartphone owners aged 18-34 make purchases on their smartphones in a typical month, compared to only 59% of females in that age group, according to research from the IAB and Precision Marketing Insights. Additional findings on holiday shopping from this report:
- Mobile shopping is carried out across a variety of categories this holiday season, lead by clothing, dining out, and music/video/books.
- Smartphones were second only to computers in terms of media devices consumers said they used when making a purchase decision.
- 92% of smartphone owners saw holiday ads prior to Thanksgiving this year, but only 29% saw holiday ads on their smartphones.
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