Impact of accessing the Internet via smartphones expected to guide shoppers this year

MILWAUKEE — Savvy shoppers aren’t just waiting for newspaper advertisements to make their buying decisions this Friday. In fact, some consumers may be making these decisions as they’re shopping, thanks to the power of their cellular phones and reliable broadband access.

“We know that broadband access impacts our lives in many different ways,” says Thad Nation, executive director of Wired Wisconsin. “This holiday shopping season, it’s expected to have a significant impact on consumers’ buying decisions.”

According to Deloitte’s 26^th Annual Holiday Survey, consumers will be relying on their phones for access to deals, social media sites and locating stores as part of their Black Friday and overall holiday shopping retail experience this year. More than one-quarter (27 percent) of surveyed smartphone owners plan to use their devices for holiday shopping, including searching for store locations (67 percent), comparing prices (59 percent) and checking product availability (46 percent). The survey also notes that 44 percent of consumers plan to use social media to seek discounts, read reviews and access wish lists for friends and family.

“Broadband access, coupled with the prevalence of smartphones, is changing the way consumers shop this holiday season,” says Nation. “Smart retailers will be using these channels to promote their products and in reaching out to consumers in new ways for their gift-giving dollars.”

Menomonee Falls-based Kohl’s Department Stores is one retailer that is reaching out online to consumers this holiday season. Kohl’s has launched its “Love to Give, Happy to Save” Facebook contest, which combines charitable giving and the chance for customers to win gift cards to apply toward their own holiday purchases.

A host of free smartphone specialty apps designed to help shoppers find the best deal on Black Friday have also been released in anticipation of the country’s top shopping day.  Apps such as TGI Black Friday – available for Apple and Android — and BFAds for Apple allow shoppers to access searchable databases of Black Friday specials and create shopping lists. Some apps, such

as FastMall, available for Apple or Android, help shoppers navigate local malls by noting where they park their cars, locate the stores they want to visit and helping them find the nearest bathrooms while shopping the malls on Black Friday.

More information about Deloitte’s survey can be found at: http://tinyurl.com/7bvcsrc