Google’s Christmas Shoppers – 4 Typologies with different buying behaviour. You can be sure that all 4 types use their Smartphones!
“First they research, then they buy.” In fact, all 4 types spend more than 50% of their time shopping online versus in-store.
“Last-Minute Shoppers”: 51% of them said they weren’t certain where they wanted to buy, or they had multiple retailers in mind, when they started shopping.
Source: Google/Ipsos, U.S., Omnichannel Holiday Study, Jan 2018