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BizReport : Mobile Marketing : October 13, 2010

U.S. mobile shoppers prefer browser to apps

Hot on the heels of European data released by Orange is a survey from Lightspeed Research that delves into the mobile shopping and browsing behavior of Americans.

by Helen Leggatt

Orange's survey found that most mobile Internet users in Europe prefer to use mobile browsers to surf as opposed to apps.

It seems the same is true for mobile users in the U.S.

Of the 3,905 respondents over half (54%) preferred using mobile browsers to shop online rather than apps (41%).

Other findings from Lightspeed's research (.pdf), released this week, include:

- 48% of mobile owners surveyed had made a purchase via their mobile phone

- Although mobile shopping was most popular with 18-34 year olds, more than a third of those aged 55+ had also made a purchase via mobile

- When it comes to paying for mobile shopping purchases, only 17% prefer to have the items charged directly to their phone bill - most (48%) prefer to use a credit card.

Mobile users aren't just making purchases with their mobile phones. A large majority rely on their devices to find the nearest store (80%), compare prices (70%) and read reviews (65%).

Tags: ecommerce, mobile apps, mobile browser

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