63% of shoppers used multiple devices to help with their holiday purchases last year, finds Google in a holiday consumer survey conducted with Nielsen. Among the survey’s highlights, 2 in 3 also said that having access to multiple devices made it easier for them to shop, and half felt that access to those devices made them shop more frequently. The results align with recent research from PricewaterhouseCoopers, in which 56% of US consumers said that they’ve spent more with their favorite retailer since they started shopping across multiple channels.
Indeed, the Google survey shows a correlation between the number of devices used to shop and the number of categories shopped. Namely, while those who only used a single device shopped an average of 6 categories, that average number increased to 8 among those using 2 devices, and 9 for those using 3 devices.
The data also shows that shoppers became more reliant on their digital companions this past holiday season, with 65% using their smartphones more frequently. The most popular tools used by smartphone shoppers were: store locator (71%); a shopping application (65%); and mobile coupons (51%).