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Survey: Consumers to shop via mobile phones on Thanksgiving

New York -- Mobile devices will play a pivotal role this Thanksgiving as the holiday transforms into "Mobile Thursday," the day before Black Friday, according to a new online survey by Harris Interactive, conducted on behalf of Digitas, a digitally led, global integrated brand agency.

Twenty-eight percent of smartphone- or tablet-owning adult holiday shoppers plan to shop on Thanksgiving Day with their mobile devices, nearly double the percentage from 2011, when only 16% said they would use a mobile device to shop on "Mobile Thursday."

In addition to shopping for the holidays, 29% of smartphone or tablet owners say that they have used or plan to use their mobile devices to assist with upcoming Thanksgiving holiday preparations. That number rises to 40% when focused on adults aged 18–34.

"Our findings reinforce that mobile is not just another channel. It's a technology-driven cultural phenomenon that is changing how people are connecting to brands and commerce. With more consumers shopping on their devices, brands are being provided with more mobile moments to address and create impact — even during a time of turkey, football, and family," says Chia Chen, SVP, mobile practice lead, Digitas.

The survey revealed that consumers while consumers want to shop via mobile, brands still need to catch up. Three-quarters (76%) of those who shop by mobile device and computer say that it is easier to shop via computer. And only 8% say their shopping experience is easier via mobile and one-in-six (16%) say there is no difference between the two.