With Thanksgiving, Chanukah, Christmas and a whole host of other festive celebrations approaching, Google has predicted that mobile shopping will be the main medium that many millennials use to purchase presents.
While the figure is still high for all smartphone users – around 76 per cent – millennials come top of the chart with a whopping 88 per cent of them set to use their devices to buy some goods.
"Online commerce is still a smaller portion of total holiday sales for many retailers – but it's growing, particularly on mobile," said Scott Falzone, retail industry director at Google, Mountain View, CA.
"Our study found that both online purchasing and research on mobile devices will be up this year."
Indeed, it seems that one in three millennial smartphone owners plan to make a holiday purchase on their phone, which is 28 per cent up year on year. Compare that to adults over the age of 35, and you'll find only 17 per cent plan to use their phone to do some shopping with.
"At the end of the day, we need to make it easier for consumers to research and purchase through their mobile devices since this is clearly the way consumers are going," continued Falzone. "And there are lots of tools retailers can implement to do this."
And he's not wrong, there's plenty of ways that retailers can make the most of mobile commerce – even Google's upcoming Android 4.4 (KitKat) helps integrate this more seamlessly.
So, while you're probably already rather aware that having an omni-channel solution is key to capturing customers, it really looks like you best implement that mobile strategy sooner rather than later.