• by Chuck Martin , Staff Writer, October 28, 2013

As retailers prepare for holiday shoppers, the influence of mobile will be greater this time around.

One of the most obvious factors is the increasing number of smartphone and tablet owners. And based on new research, there’s going to be a varying amount of mobile activity around holiday shopping, especially depending on the device.

In a survey of more than 5,000 consumers, the Deloitte 2013 Annual Holiday study found that both smartphones and tablets will be used for a wide range of shopping activities.

Among smartphone owners, almost three quarters (68%) will use their device for holiday shopping. Of those who will use a smartphone for shopping, here are the top planned uses:

•          56% -- Get store location
•          54% -- Check/compare prices
•          47% -- Get product information
•          45% -- Shop/browse online
•          44% -- Read reviews
•          40% -- Check product availability in a store
•          36% -- Get/use discounts, coupons
•          32% -- Scan product barcodes
•          31% -- Make a purchase online
•          29% -- Access social networks
•          24% -- Get text messages from retailers

Among tablet owners, more than half (63%) plan to use them for holiday shopping. Of those who do, here are the top planned uses:

•          69% -- Shop/browse online
•          58% -- Check/compare prices
•          58% -- Get product information
•          57% -- Read reviews
•          52% -- Make purchase online
•          47% -- Check product availability in a store
•          44% -- Get store locations
•          30% -- Access social networks
•          30% -- Get/use discounts, coupon

While some tablet shopping activity is higher than smartphones, the study notes that more people (61%) own smartphones than tablets (38%).

Shoppers will be using their smartphones to find stores, check prices and get product information and using their tablets to shop and browse online and also check prices and get product information.

No matter the device, holiday shoppers are going to be well armed with product information.

Most (59%) consumers feel they are better connected than store associates for consumer information, including coupons, competitive pricing and product availability.

Merchants without an aggressive mobilization effort are going to be hard-pressed to keep up.