Holiday Shopping in a Cross-Screen World

Helping Marketers Understand Smartphones’ Growing Role in Shopping and Purchasing
Americans live increasingly cross-screen and mobile-centric lives, and this affects virtually every aspect of how we go through our days. This holiday season, IAB and Verizon commissioned Harris Poll to quantify some aspects of smartphone users’ crossscreen lives as they relate to viewing ads, shopping, and making purchases.

The results show that smartphone owners are definitely leveraging multiple devices in their shopping behaviors. Simultaneously, smartphones are a crucial place to reach shoppers on the hunt for a great bargain or perfect gift.

A few demographics stand out as particularly mobile-shopping adept. Elusive on other media, 18-34-year-olds (males in particular) and parents with kids under 18 in the household shop . . .