As we round off the long weekend of deals with Cyber Monday, we have officially started the holiday season which can account for 20-40% of retailer’s annual sales. This year, the NRF has estimated an increase of 4.1% of holiday sales to the tune of $586.1 billion with projections of $2 billion in online sales today in the US and Europe alone. 

But retailers can’t forget the importance of mobile. 16% of consumers are estimated to shop on their mobiles over the holiday season, up from 13% in 2011. As mobile becomes even more of a keystone in holiday campaigns and shopping, it’s import to understand how consumers are using their devices.

The IAB in partnership with Prosper Mobile Insights released its second annual Mobile Shoppers study to show where mobile shopping hotspots are around the US as well as how consumers are influenced by apps and digital coupons.

In the handy infographic below, it shows the top three cities for mobile shopping are Houston, Seattle and San Francisco. other interesting facts include:

  • In 2012, 68% of Americans owned a smartphone/ tablet (up from 57% percent in 2011)
  • More than 80% of smartphone owners accessed retailer websites or apps on their device
  • Not surprisingly, smartphone shoppers tend to be younger than those who shop on their desktops and are evenly split between males and females
  • Over half of smartphone owners, and nearly 30 percent of tablet owners, have used their devices in a store in the past three months
  • Even though penetration rate of QR code usage by consumers is quite low, nearly half of US consumers have QR readers on their devices.

These are some great numbers to bring to the table for 2013 for those companies still lagging behind on their mobile strategy.

But please do not take this study as a proof point for more QR codes on the sides of buses and on billboards. Until you know how to use them, please don’t.