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US consumers largely shifting toward digital channels for holiday shoppings

US consumers largely shifting toward digital channels for holiday shoppings

The IAS has recently asked U.S. consumers about their shopping preferences and perception of digital advertising during the upcoming holiday season. The findings indicated that 85% of consumers will do most or all of their shopping online, with only 2% of consumers planning to shop exclusively in stores. And not only are consumers shifting toward digital channels for holiday shopping, they’re also going mobile. This year, 48% of all consumers will conduct most of their shopping on mobile devices, demonstrating the increased availability of retail through apps and social platforms. Consumers look to search engines, retail sites, and online ads for gift ideas and nearly a third of consumers say online advertisements help them research ideas for holiday gifts.

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