A new Placecast poll conducted online within the U.S. on their behalf by Harris Poll indicates that nearly 118 million smartphone owners will be relying on their phones for holiday shopping this year.*

For those smartphone owners who plan to do holiday shopping, 3 out of 4 will use their phones to find sales, comparison shop, take pictures of possible gifts, and make purchases. The survey also showed that American shoppers are very aware of in-store beacons, despite the fact that it is a relatively new technology; over half (52 percent) of the cell phone/smartphone owners surveyed said they have heard of in-store beacons, and 15 percent have engaged with them.

Here are a few key insights garnered from the report, check out the full report for more details!

  • Phones are an integral part of the shopping process: among those who plan on doing any holiday shopping, 3 out of 4 smartphone owners plan to use their phones for some part of their gift-finding and buying experience.
  • The search is over – finding a local retailer via search tops list of mobile activities.Among all smartphone owners, searching for an item in a search engine to find a local retailer topped the list of mobile actions for holiday shopping this season, with 2 out of 5 (39 percent) saying they plan to use their smartphone for this; sending a picture of a potential gift to a friend or family member at a close second (38 percent), followed by searching for a coupon for the store they’re in (33 percent).
  • Moms and dads with children under 18 in their household will be mega-active on mobile: 86 percent of dads plan to use their smartphones for holiday shopping this year. When asked what they will use their phones for the most popular answer among dads was “use my phone to look for an item in a search engine to find a local retailer”. Over half (54 percent) gave th