BIA/Kelsey is releasing the first wave of its Consumer Commerce Monitor™ just in time for the holiday shopping rush. BIA/Kelsey and research partner Ipsos, surveyed consumers to gain insights into how local shoppers in the U.S. are likely to find, engage and transact with local businesses. More information about the survey is available in our press release, Local Consumers Likely to Flex Multi-Channel Muscle During 2013 Holiday Shopping Season, According to BIA/Kelsey, which came out yesterday.

“Our first wave of the Consumer Commerce Monitor™ survey reveals local shoppers are using a wide range of traditional and digital channels to engage with local businesses,” said Steve Marshall, Director of Research, BIA/Kelsey. “On Black Friday, Small Business Saturday and Cyber Monday, we expect local consumers will leverage all the tools at their disposal – online, mobile, social, promotions, loyalty programs and more – as they search for that special gift and hunt for great deals.”

So how will consumers be shopping online this holiday season? Consumers will be using multiple devices to shop online this year. According to the consumers surveyed, 60% will be using a laptop computer, 57% a desktop computer, 37% a smartphone, and 19.4% will be using a tablet.

According to the consumers surveyed, more than a quarter (26%) of consumer local purchases in the last six months, be it online or in-person, were made through promotions or sales, including discount deals, daily deals, coupons or similar discount offers.

Study findings will be made available for purchase in November. Email info@biakelsey.com to be notified when the study is available.

BIA/Kelsey will preview findings from Consumer Commerce Monitor™ during a free webinar on Wednesday, November 6. Register here.

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Mobile ad network Millenial Media has posted its August S.M.A.R.T. report, which spotlights trends in mobile advertising and commerce based on activity across its network (both actual campaigns and network data). The latest release centers on mobile retail advertising and buying behavior in advance of the upcoming holiday shopping season.

Top takeaways from the report include:

– 27 percent of mobile subscribers who access retail content on their phones are mobile-only. In other words, they cannot be reached online or in-store … only through their mobile devices. This creates an entirely new and uniquely mobile retail audience for advertisers to cater to.

– Mobile retail users trend more affluent than the aggregate mobile audience, rating higher in all income brackets above $50,000. 

– Popular items that mobile retail users investigated included electronics (31 percent), clothing/accessories (29 percent) and books (21 percent) … all ripe holiday retail categories.

– On the advertising side, the majority of campaigns (57 percent) were still purposed for “broad reach,” although the remaining 43 percent had targeted audience reach goals. Among targeted campaigns, GEO was the most prevalent method (41 percent). Retail and restaurant franchises and banks were active geotargeters. Demographic targeting trailed closely (37 percent), with automotive (millenials) and pharmaceuticals (women) prevalent users of this method.

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