The one thing holiday shoppers will be looking for this year is more consistency in their shopping experience.

This won't shock savvy marketers with a laser focus on customer-centricity, but a new survey has found 90 percent of shoppers want their experience to be consistent across mobile, desktop and tablet devices. That's a 17 percent jump from last year.

Cross-Platform View

The study by SDL, which sells enterprise experience management technologies, is based on a global study of 3,000 consumers.

"This holiday season more than ever, brands need to be prepared to cater to shoppers wherever they are as they research and purchase products in-store, online or on their mobile devices," Mark Lancaster, CEO of the Maidenhead, UK-based company said in a statement. "A consistent, superior experience across all interaction channels has become something that customers not only expect, but they demand it."

Lancaster predicted that brands that can deliver such a shopping experience will build long-lasting relationships.

The survey found:

  • 66 percent of consumers said they'd pay a premium for a more positive customer experience
  • Shopping in stores remains the top resource to research products (63 percent), followed by online search (46 percent), retail websites (32 percent) and catalogs (20 percent)
  • 70 percent of those 55-plus prefer in-store shopping versus 57 percent for those 18-29
  • Thumbnail image for 2014-22-October-SDL consistency.jpgTop three online frustrations: "out of stock" items (60 percent), not enough info (52 percent), different impressions between in-store and online (47 percent)
  • Shoppers still rely primarily on desktop computers for research (83 percent) and buying (79 percent)
  • Smaller percentages of shoppers rely on tablets for research (31 percent) or smartphones (24 percent), but the number drops to 20 percent and 12 percent, respectively, when it comes to buying
  • Shoppers older than 40 prefer computers, those 30-39 favor tablets and those 18-29 like smartphones

Title image by David Porter  (Flickr) via a CC BY-NC-SA 2.0 license.