by Gavin O’Malley @mp_gavin, November 24, 2017

Rather than running for the hills, American mobile users are actually more receptive to marketing messaging leading up to Black Friday.

For example, 50% of shoppers say they’re likely to enable push notifications on their phones in order to learn about Black Friday deals — which is up from about 40% during the rest of the year.

That’s according to a new survey of 1,000 U.S. holiday shoppers from mobile engagement platform Leanplum and retail app platform Branding Brand.

Plus, 64% of Black Friday shoppers plan to use mobile to learn about sales, coupons, and other deals coming their way, while 65% plan to actually make purchases on mobile.

What’s the best way to reach mobile users?

Fifty-five percent said receiving communications about Black Friday deals via email would influence their purchases — more than double the 25% who said they prefer in-app messages, and the 23% who prefer push notifications.

Beyond pure purchasing power, mobile plays a significant role throughout the buying funnel, Leanplum and Branding Brand found.

For instance, 63% of shoppers said they plan to use mobile to avoid long lines in-store, 58% plan to use mobile to compare prices, 45% plan to use mobile to find coupons.

Separately, Amazon and other brick-and-mortarless retailers continue to win out over their more traditional rivals.

On Black Friday, 70% of shoppers said they were most likely to turn to online-only ecommerce, with discount stores like Target and Walmart close behind at 62%.

By contrast, just 40% of mobile shoppers said they would seek out department stores like Nordstrom, Macy’s and JCPenney; 43% said they were interested in specialty retailers like Home Depot, Best Bu, and Sephora. Only 16% were planning to pursue peer-to-peer marketplaces such as Etsy or Shopify.

MediaPost.com: Search Marketing Daily

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