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Infographic: 90% of smartphone-owning parents shopping on Black Friday will do so using at least one mobile device

90 per cent of smartphone-owning parents planning to shop on Black Friday weekend will use at least one mobile device in the search for the perfect present, according to research from the Interactive Advertising Bureau (IAB).

Other findings around what is considered the busiest shopping weekend of the year suggest that 55 per cent of parents will check the availability of items before they go to the store and half will track sales at stores or use their mobile device to find items that are on sale.

49 per cent will use a mobile device to research gift ideas.

Additionally, a significant number of these parents (44 per cent) expect that they will actually purchase presents for their children on their smartphones.

“The usual juggling act of parenthood aside, buying holiday presents for the kids can often be one of the most difficult undertakings of the year,” said Anna Bager, vice president and general manager, Mobile Marketing Center of Excellence, IAB.

“It isn’t surprising that a great number of moms and dads expect to use their smartphones to assist them through the trials of Black Friday weekend and the rest of the holiday season. And their dependence upon mobile devices during this high-volume shopping timeframe opens up considerable opportunities for marketers.”

This survey was conducted online among 2,033 adults ages 18 and older with children who are ages 12 and younger.

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