Cyber Monday takes over as the top shopping holiday of the year in popularity, according to a recent online survey conducted by IPSOS Public Affairs on behalf of Offers.com. Over nine in ten (94 percent) Americans are shopping online, while mobile holiday shopping is up over 43 percent from 2014 (44 percent vs. 63 percent who plan to use their mobile in 2016).



More results of the survey include:



Top Items Consumers are Buying this Holiday Season



1. Clothing

2. Electronics

3. Gift Cards

4. Toys

5. Video Games & Equipment



Top Consumer Brands & Stores



1. Amazon

2. Walmart

3. Target

4. Kohl's

5. Best Buy



Consumer Spending



How much do you plan to spend on gifts for friends and family this holiday season?



Between $1 and $400 – 45 percent

Between $401 and $800 – 25 percent

Between $801 and $1,200 – 13 percent

Over $1,200 – 8 percent

I don't plan to spend any money on gifts this holiday season – 9 percent



Black Friday Shopping Trends



20 percent more people are planning to shop this Black Friday compared to those who said the same thing last year (55 percent in 2015 vs 66 percent in 2016).



Online– 36 percent

In-Store– 36 percent

Mobile Device– 11 percent

Social Media– 3 percent

Not Shopping– 34 percent



Cyber Monday Shopping Trends



Cyber Monday is the most popular shopping holiday this year with 69 percent (Up from 54 percent in 2015) of those surveyed saying they will shop.



Online– 54 percent

In-Store– 12 percent

Mobile Device– 14 percent

Social Media– 3 percent

Not Shopping– 31 percent



Online Shopping Trends



More than nine in ten (94 percent) consumers over the age of 18 are making purchases online.



Over half of those surveyed (57 percent) make at least one online purchase a month, a trend that has remained consistent from 2015.

Online shopping (36 percent) ties with in-store shopping (36 percent) when it comes to where consumers are planning to shop on Black Friday.

Cyber Monday is dominated by online shoppers with 54 percent of those surveyed saying they plan to shop online (versus 12 percent who say they plan to shop in-store).



Mobile Shopping Trends



Compared to last year's results, consumers are more likely to use their mobile devices when holiday shopping; a trend that is up 12.5 percent this year and up 43 percent from 2014.



This year, 63 percent of people surveyed plan on using their mobile devices compared to 56 percent in 2015 and 44 percent in 2014.

More than one-third (35 percent) of Americans will use their mobile phones to look for coupons and deals when holiday shopping, and also to compare products at different stores (34 percent).

Another 32 percent will check out product reviews, while similar proportions further say they will use their phone to actually make purchases (32 percent).

Millennials continue to stand out here, being most likely to say that they plan to use their mobile device when shopping this holiday season (86 percent, ages 18-34 vs. 53 percent, 35+).



Millennial Marketing Trends



Millennials are found to be more likely to search for deals before making purchases and more likely to be shopping this holiday season.



Millennials are 2x more likely to shop on Black Friday (85 percent vs 43 percent, ages 35+), a trend that is up 7.5 percent from 2015.

86 percent of millennials will use a mobile device for holiday shopping, up 2.4 percent from 2015.

84 percent of millennials plan to shop on Cyber Monday versus 62 percent of their older counterparts.