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EcommerceBytes-NewsFlash, Number 2920 - October 24, 2012 - ISSN 1539-5065    5 of 5

Google Sees Bump In Mobile-Driven Ecommerce

By David A. Utter
October 24, 2012

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As we've seen with the "showrooming" phenomenon, where people shop a brick and mortar display while comparison shopping with a smartphone in hand, there's much more interplay between shopping in the real world and the digital one.

A survey posted at the Google Retail blog by the company's Todd Pollak found some interesting trends associated with this behavior. The search and advertising giant found with its survey partner, Ipsos, that people may be poised to spend $900 on holiday shopping this season. That would be a mild uptick from last season's $854 per person.

When they do shop, 51 percent will research online and then return to a physical retailer to complete the purchase. Not as many will look around locally before shopping online though, with Google finding only 17 percent will visit first and buy through ecommerce later.

As we've noted in previous EcommerceBytes articles, shoppers are starting earlier as they hunt for bargains. Google said 54 percent of holiday purchasers will be wielding their buying power earlier than the time-honored start day, Black Friday.

When people go shopping, it will be with some electronic device in hand, helping to guide them through the purchasing environment. Google showed how the more people were out last season at key shopping days, the more they utilized their mobiles for shopping searches; 62 percent of shoppers used their gadgets in store to help with research.

About the Author
David A. Utter is a freelance writer based in Lexington, KY. Find him on Twitter @davidautter and on LinkedIn.

About the author:

David A. Utter is a freelance writer based in Lexington, KY. He has covered technology topics from search to security to online business and has been quoted in places like ZDNet and BusinessWeek. He considers his appearance on NPR's "All Things Considered" with long-time host Robert Siegel a delightful highlight. Send your tips to media@davidautter.com and find him on Twitter @davidautter and on LinkedIn.

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