ironSource, a leading business platform for the App Economy, together with M&C Saatchi Performance, today present their latest report: The Modern Mobile Consumer 2022 Holiday Marketing Playbook. The report provides marketers and brands with data insights and expert advice on how to best navigate the holiday landscape, as shoppers everywhere are adapting to an uncertain global economy and a new post-COVID lifestyle.
Some of the key findings:
- Women (84%) are more likely to make holiday purchases than men (67%)
- Most consumers (65%) will spend the same, or even more than they did in 2021
- General merchandise retailers (75%) are the preferred shopping destination
- Many consumers (64%) will use their mobile phone or tablet to shop
- More than any other demographic, parents (75%) enjoy gift giving the most
- Clothes and footwear are the most popular gifts (75%)
- Rewarded ads inspire purchasing decisions for 40% of consumers
- Consumers shop early. The fall (28%) and Black Friday/Cyber Monday (27%) are the most popular times to shop for the holidays
- Getting a great deal influences purchase decisions for 70% of consumers
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The report gives insights into three areas:
- The “Consumer Insights” section utilizes first-party data from the MobileVoice® market research solution. Insights were collected from 21,351 respondents through opt-in surveys across thousands of mobile apps, and enlighten marketers on how mobile users plan to shop this holiday season, and what influences their shopping habits during this time of year.
- Pulled from research by M&C Saatchi Performance, the “Trends in eCommerce” section discusses how changes in the economic climate may affect the upcoming shopping season with advice on how to benefit from it.
- The “Experts’ Advice” section offers advice from industry experts on how marketers can formulate and implement a marketing strategy for the holidays.
“We’re living in a new era of shopping, and there’s no time when this is highlighted more strongly than over the holiday season when the pressure is on to buy the right gifts for the right people, at the right budget,” said Sarah Chafer, VP of US Ad Sales at ironSource. “We’re delighted to partner with M&C Saatchi Performance in another report, and to provide insights for marketers and brands on a range of topics such as what Gen X are buying, which merchandise is the most popular, important channels to include in your marketing mix and a lot more.”
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The report is the latest in ironSource’s Modern Mobile Gamer® series, which focuses on consumers’ understanding of the freemium app ecosystem and dives into who plays mobile games and why.