According to Facebook, Millennials, Moms and Multicultural shoppers are "driving the future of mobile in the US". As we head into the final stretch before Christmas, Facebook's released a new infographic summarizing their latest research into mobile shopping trends, including the 'why' and 'how' of the users most likely to make purchases via mobile.
Facebook's data shows that, overall, 60% of US holiday shoppers are planning to shop online or on mobile more than they did last year - and last year was already a big one for mobile commerce. In 2014, people on Facebook transacted 46% more during the holiday season than at any other time during the year. Going by the indicators, we can expect that already significant trend to increase again in 2015 - if it hasn't already.
In order to highlight the most active mobile buyers, Facebook's honed in their research to locate the key groups responsible for the majority of those mobile purchases. Their findings indicate that, collectively, "Millennials, Moms and Multicultural shoppers in the US drove 81% of all mobile transactions we saw during last year's Holiday Season". That's a staggering amount from only three groups - why are those subsets leading the charge and adapting to the mobile shift more readily than others? Facebook's infographic (below) breaks down the logic behind the change.
The full report is available at Facebook's IQ Insights blog