Adobe's Predictions for the Holiday Shopping pitches mobile over the desktop

Adobe Digital Insights (ADI) team, as part of its annual “Holiday Predictions” report, analyzed 1 trillion visits to over 4,500 retail websites, 55 million SKUs, and 12 million social mentions. While the results aren't quite surprising, ADI predicts online holiday sales will reach $107.4 billion, which is a 13.8% increase from the same period last year.

According to ADI, online growth will continue to outpace overall retail growth during the holidays — 13.8% online vs. 3.8% overall.

They also conducted companion survey research with 1,100 U.S. consumers, to bring you the following predictions about consumer online purchase habits this holiday season. From this aggregated and anonymized data, 31% of shoppers reported that they are planning to spend more online this year than last year.

With more than half of those visits to shopping sites coming from smartphones and tablets, which will surpass desktop computers for the first time.



It means if you visit a U.S. retailer’s website this holiday season, you’re most likely to do so on a mobile device, with mobile having a bigger share of the predicted $107.4 billion in online holiday spending this year, up from $94.4 billion last year.

Albeit, there’s still a disparity between mobile retail website visits and revenue, but the move toward mobile shopping is inevitable.

While desktop purchases still account for two-thirds of revenue year-round, mobile is often the starting point for many shoppers.

The key is to make the mobile experience helpful to the customer, wherever they are in their shopping journey. And the retailers that deliver the best experience are the ones that will close the deal.
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