Mobile phones and gaming apps could be a key way for retailers and brands to connect with shoppers this holiday season, according to The Modern Mobile Consumer 2022 Holiday Marketing Playbook. Close to two-thirds of consumers said they plan to use their mobile phone or tablet to shop. The survey also showed significant numbers of consumers are receptive to mobile ads, particularly rewarded ads on gaming sites. Nearly half - 48% - said mobile ads that provide rewards to the viewer, such as extra points or a playing advantage on a gaming site, or access to content on a news site, have influenced their gift decisions. The survey also asked consumers about their holiday spending plans. The majority, 65%, said they will spend the same amount, or more, than they did last year. Roughly a third - 35% - said they planned to spend more this year.
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