Google declares 2016 to be the year of the “supershopper”, while releasing valuable data on how to win over the new informed generation of shoppers this holiday season.
Brand Loyalty Becoming a Thing of the Past
Customers are more open to changing their minds about where to shop, which is especially true for those shopping on a mobile device. According to Google, 50% of holiday shoppers are open to buying from new retailers. That number is even higher amongst mobile shoppers who do their research. After conducting a Google search, 76% of mobile shoppers have changed their mind about where to buy from.
Mobile is Highly Influential in the Purchase Process
An increasing number of people are turning to mobile for product research, even if they ultimately end up buying from a physical store. Google says 64% of mobile shoppers look up ideas about what to buy using their phones before entering a store.
Online Searches Lead to In-Store Visits
According to Google, 76% of people who look up a product or service online will visit a local business within 24 hours. However, only 28% of those searches lead to a purchase. Is this a sign that retailers need to be providing a better in-store experience?
Quality Matters More Than Price
Mobile shoppers are not necessarily deal-seekers, rather, they want to find the best. Searches for terms such as “best gift” are growing faster than searches related to cheap or inexpensive gifts. Year-over-year searches have grown 70% vs. 35% respectively. It’s also worth noting mobile searches for “unique gifts” are up over 65%, and searches for “cool gifts” are up over 80%.
Prime Shopping Dates
This may not come as a surprise to anyone, but online conversion rates are highest from November through mid-December. Last year, conversion rates on Black Friday grew by 30%, conversion rates on Cyber Monday grew by 50%.