While we're seeing a huge increase in the use of mobile devices for researching purchases and measuring subsequent increases in shopping purchases via mobile and tablet device, many of those purchases aren't for the owner of the device. Mobile gifting is a growing category – taken advantage of by everyone from Amazon and Facebook.
During the holiday season, thousands of mobile devices were sold and gifted, and the immediate activation and use of these new devices created an impact on the mobile market. This special report examines the effect of new device adoption on the Millennial Media platform during the holiday week in December 2012. From The Impact of Mobile Gifting.