updated 07:30 pm EST, Mon December 5, 2011
2/3 perform purchase or shopping related activity
A new study has found that a majority of smartphone owners have used their devices to perform shopping activities on their devices. The comScore Mobile Retail Advisor report showed that two-thirds of all mobile users performed some degree of shopping related activity, including comparing products and prices, searching for coupons, taking product pictures, or locating a retail store. About 38 percent have used their phones to make an actual purchase at least once.
The study measured user patterns of adults aged 18 years and older during the month of September. The biggest purchase category was digital media, including music, ringtones, e-books, and streamed media. Almost one-half, 47 percent, of smartphone buyers purchased digital content. About 37 percent bought clothing or accessories from retailers.
In terms of where the purchasing actually took place, 56 percent used their phones to buy something while still in their homes. 36 percent actually made a purchase while in a store, highlighting how increasingly shoppers are using their phones for on-the-spot pricing and feature checks.
"Fueled by smartphone adoption, mobile is becoming a central part in the shopping funnel for many consumers," said Mark Donovan, comScore senior vice president for mobile.