Mobile shopping may be about to become a Thanksgiving Day fixture, with 28% of smartphone and tablet owners saying they'll be turning to their devices for that purpose during the holiday, according to a survey commissioned by Digitas. That's an increase of 15% compared with last year's figures. However, in e-commerce terms, three-quarters of those surveyed said it's still easier to shop via PC than by mobile. "It's a wake-up call to make sure that you are absolutely ready as a retailer and a brand to actually interact and engage with consumers via the mobile channel and the mobile devices," said Chia Chen, mobile lead at Digitas.