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BizReport : Mobile Marketing : December 06, 2011


comScore: Mobile shopping goes mainstream

Smartphones are enabling consumers to get onboard with mcommerce and over a third have used their device to make a mobile purchase, according to new data from comScore, despite most making those purchases from home.

by Helen Leggatt

According to comScore, 38% of smartphone owners have used their device to make a purchase at least once since ownership. Digital media continues to be the most popular product purchased via 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," said Mark Donovan, comScore senior vice president for mobile.

Smartphones allow consumers to log on and research and purchase products while out and about. However, comScore's study found that the most popular location they're used to make a purchase is.. at home (56%).

The next most popular location is "out other places" such as the park, school or in a restaurant (42%) followed by at work (42%), while travelling (37%) and in-store (36%).

"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," said Donovan.






Tags: ecommerce, mcommerce, mobile marketing, mobile phone, retail, smartphone








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  • Retailers should offer more creative discounts via their mobile phone providers to capture a bigger market share since smart phone users enjoy shopping for discount coupons and gift certificates. What more during the Christmas season where everyone is buying gifts for others.

    Lauren

    http://InstanteStore.com





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