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Dial it up: Australians set for mobile shopping splurge this Christmas

Research from Inmobi shows that 60 per cent of Australian consumers will likely shop on their mobile phones this festive season.

To lock in savings, 58 per cent of shoppers will likely splurge during Black Friday and Cyber Monday sales periods while 28 per cent will buy in the two weeks prior to Christmas. About 18 per cent will shop before ‘free shipping day’ on December 15.

Consumers will opt to buy jewellery, apparel, accessories and e-gadgets via mobile devices, while groceries, home appliances, furnishings and home decor will be purchased in-store, the survey found. 

Bargain hunters represent the largest category for Australian online shoppers at 51 per cent, while 44 per cent will rely on offers alone to make their buying decisions

Richard O’Sullivan, VP and GM at Inmobi ANZ, said: “As shoppers continue to turn to mobiles as their primary channel for purchase, brands must think carefully about how they can leverage the rich signals available to drive contextual advertising at scale.” 

So-called ‘brand-lovers’ and category shoppers have increased three-fold year on year with about 38 per cent of respondents planning to spend more than the $1500 that they spent last year.

The data from the report is based on a survey conducted between September 8 and 10 of 500 mobile users in Australia.

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