Google has declared 2016 to be the year of the “supershopper,” while releasing valuable data on how to attract this new, informed generation of shoppers during the holiday season.
### Brand Loyalty Becoming a Thing of the Past
Customers are increasingly willing to change their shopping preferences, especially those using mobile devices. It’s reported that 50% of holiday shoppers are open to purchasing from new retailers. This openness is even more pronounced among mobile shoppers who conduct their research, with 76% of them reconsidering where to buy after a search.
### Mobile is Highly Influential in the Purchase Process
More and more people are using mobile devices for product research, even if they plan to purchase in-store. It is noted that 64% of mobile shoppers look up ideas about what to buy on their phones before stepping into a store.
### Online Searches Lead to In-Store Visits
Research indicates that 76% of people who look up a product or service online will visit a local business within 24 hours. However, only 28% of these searches result in a purchase, suggesting that retailers may need to improve their in-store experience.
### Quality Matters More Than Price
Contrary to the assumption that mobile shoppers are deal-seekers, they are actually looking for the best quality. Searches for terms like “best gift” are growing faster than those related to cheap or inexpensive gifts, with year-over-year increases of 70% versus 35%, respectively. Additionally, searches for “unique gifts” have surged over 65%, and “cool gifts” are up by more than 80%.
### Prime Shopping Dates
It’s well-known that online conversion rates peak from November through mid-December. Last year, conversion rates on Black Friday jumped by 30%, and those on Cyber Monday surged by 50%.
