Mobile shopping will be bigger than ever this holiday season, thanks to Millennials. Oath found that 61% of the demo will use their devices at some point in their holiday shopping journeys, from researching products to browsing online before they buy in-store (web-rooming), making click-and-collect transactions, and more. A full 40% will make a mobile purchase, compared to 25% of Gen X and 11% of Boomers—contributing to eMarketer’s prediction that mobile will make up nearly 44% of all ecommerce this year and 5.4% of total holiday sales. (Retail TouchPoints)
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