Mobile Marketing: Driving Demand, Driving Share Of Wallet

Why embracing the smartphone as a marketing channel is a sound strategy in the battle for discretionary consumer spending.

This holiday shopping season and well into 2015, retailers can count on a huge spike in the volume of consumers choosing to engage and transact us- ing their smart phones. New data from CFI Group’s 2014 Holiday Retail Spending Report, 1 based on a survey of 1,000 U.S. consumers, reveals that the number of consumers who claim to have made a purchase with their smartphones in the last six months ballooned to 70 percent, up from 59 percent in Q4 2013. Among the so-called “digital native” generations, that figure mushroomed to 76 percent.

Mobile consumerism is here to stay. A full 56 per- cent of the survey said they’ve made more purchases on their smartphones this year than last, and 41 percent said they’re likely to make even more smartphone purchases in 2015 than they did this year.

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