2015 Holiday Season / Australian Smartphone and Tablet Data / Mobile Shopping

Nielsen Report on Australian Christmas Shopping Trends

According to a Nielsen Report on shopping trends for the 2014 festive season, more than 1/3 of Australians use mobile for shopping related activities. The report looks at Australian Christmas shopping behaviours and focusses on opportunities to reach potential customers as they research and establish buying intentions.

  • 44% of Australians use mobile to search for gift ideas leading up to Christmas
  • More than 1/3 of Australians use Mobile for shopping related activities

Neilsen found that during December 2014, almost half (44%) of all Australians with connected mobiles used their phone to search online for gift ideas in the lead up to Christmas. While only 1 in 5 Australians actually purchased items using their mobile device, the report provides concrete evidence of the prevalence of showrooming in the Australian market.   According to Nielsen, more than 1/3 of Australians used their mobile phone for a shopping related activity while in a shopping centre.  Of customers using a mobile phone in shopping centres, around 1/4 made online price comparisons; a typical showrooming activity.

Other popular activities included taking photos of ideas or items for later purchase and researching items in more detail while still out shopping.  Pre-shopping activities also take place in other contexts.  According to the report, 24% of respondents in the Nielsen survey used their commute time to search for the latest deals or research ideas, while 19% researched products to fill idle time when waiting for something.

Check out Nielsen’s Full Report Mobile Delivers Christmas Cheer to Smart Shoppers.

Tags: ,