Mobile Shoppers Still a Minority


Despite what we’d all like to think, mobile shopping still has  long road of maturity in front of it. But as Wayne Gretsky once said:

A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be.

Therefore, understanding how these early adopters are shopping via their mobile phones can help retailers preparing for the growing consumer adoption of mobile commerce.

Stats Overview:

  • More than 33.3 million U.S. consumers already engage in shopping-related activities on their mobile phones, says research firm Experian Simmons in its “2011 Mobile Consumer Report.” 7%, or 2.3 million, of those consumers have made a purchase on their devices, the report finds.
  • According to data from the Simmons National Consumer Study conducted by Experian Simmons, which surveyed 24,722 adults between February 2010 and March 2011, 15% of U.S. mobile phone owners research products and compare prices using their mobile phones. What types of products are they searching for? 23% are interested in buying tickets to movies and events, with 16% investigating travel services and 15%  games and toys.
  • The survey also found that 8% of mobile phone owners use their smartphones to scan bar codes to get more product information.

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