The Majority of U.S. Smartphone Owners are performing Shopping Activities

ComScore released very interesting data on M-Commerce showing that 38 percent of smartphone owners have used their phone to make a purchase at least once in the course of their device ownership. The most popular products purchased on smartphones during the month of September included digital goods, clothing/accessories, tickets and daily deals. 

“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. “In September we saw two-thirds of all smartphone owners perform shopping activities on their phones, including comparing products and prices, searching for coupons, taking product pictures or locating a retail store. Considering there are currently 90 million smartphone owners in the U.S., retailers without a well-developed mobile strategy are not only missing a tremendous opportunity with these customers but also risk becoming obsolete in the minds of these digital omnivores.”

Digital Goods, Clothing/Accessories and Tickets among the Most Popular Mobile Purchases
Digital content purchases, such as music, eBooks, TV episodes and movies, were the most popular mobile purchases in September with 47 percent of smartphone purchasers buying these items. 37 percent purchased clothing or accessories directly from retailer, while 35 percent of purchasers bought event tickets. Slightly more than one in three mobile purchasers bought daily deals and gift certificates on their device during the month.

Types of Products Purchased by Smartphone Buyers
Total U.S. Mobile Subscribers Ages 18+
Source: Custom Mobile Retail Advisor Survey Sep. 2011

Type of Products Purchased on Smartphone

% of Smartphone Buyers

Digital purchases (i.e., songs/music, eBooks, ringtones, images, movies, TV shows, etc.)

47%

Clothing or accessories directly from retailer

37%

Tickets (i.e., concerts, movies, theatrical productions, sporting events, etc.)

35%

Daily deals

34%

Gift certificates

34%

Electronics (i.e., television, computer)

32%

Food (not grocery) for delivery or pick up (ex., pizza, Chipotle)

31%

Hotel stays

29%

Books (physical copies)

26%

Car rentals

24%

Airplane tickets

24%

Flowers

21%

Sports/Fitness

19%

Auto

13%

Analysis of where consumers were located when they purchased products/services on their smartphone found that 56 percent did so while at home, leading as the most popular purchase location. 42 percent of consumers made purchases while out of home (i.e. restaurants, parks, etc.) or at work, with 37 percent making purchases while traveling/commuting. Slightly more than one in three purchasers used their smartphone to make a purchase while in a store, highlighting the increasingly important role mobile is playing in consumers’ brick and mortar retail experience, especially as a tool for real-time price and product comparisons.

Location When Purchasing on Smartphone
Total U.S. Mobile Subscribers Ages 18+
Source: Custom Mobile Retail Advisor Survey Sep.

 

% of Smartphone
Buyers

Home

56%

Out other places (i.e., park, school, restaurant, etc.)

42%

Work

42%

Traveling (i.e., in a car, on the subway, in a cab)

37%

In Store

36%


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