Screen Shot 2015-11-19 at 2.31.29 PMHoliday shopping is influenced more than ever by micro-moments and mobile video. Marketers, take note

Rather than marathons, holiday shopping this year will happen in moments. Consumers, now more than ever, are relying on their mobile devices and the micro-moments made said devices make capable. Rather than camping out in from of their favorite store in anticipation of Black Friday, consumers now say they are relying on their mobile phones to shop in quick spurts throughout the day. Basically, shorter, more frequent sessions.

These shorter mobile sessions that occur throughout the day are visible in the data: shoppers now spend 7% less time in each mobile session, yet smartphones’ share of online purchases has gone up 64% over the last year.

Think With Google has looked at the consumer data, and based on their findings, have made three predictions concerning the ways that micro-moments and mobile video will affect holiday shopping trends.

1. Mobile will make the prominence of big shopping days smaller

Holiday shopping is already happening. Consumers are researching their favorite products and potential purchases way before Thanksgiving hits. However, actual shopping is happening later in the holiday season. Why? Since consumers can virtually shop everyday, they don’t need to dedicate entire days and weekends to finding the perfect gift.

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2. Mobile shopping will influence more purchases than ever

Shopping-related searches on mobile devices have grown considerably in the last few years. Consumers are now using their phones for every step of the shopping process, and many retailers are actually finding that consumers are shopping the products their store carries on their mobile device, way before ever setting foot into the store. This means retailers need to have a strong online presence.

3. YouTube videos will be a popular gift guide and owner’s manual

Micro-moments are happening all the time on Youtube, where consumers are finding inspiration, advice, and product reviews. Think With Google reports that YouTube has become such a vital part of the purchase process that 64% of smartphone video viewers would prefer to watch a YouTube video when they have a question (rather than pick up a phone, read a user manual, etc.)

Shopping is becoming faster, and more on-demand with each passing day. Marketers that understand shopping trends going into the holiday season will fare much better than those who do not. You can read Think With Google’s full report here.

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