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BizReport : Mobile Marketing : October 20, 2011

Mobile going mainstream? Yes, finds report

If mobile hasn't already reached the tipping point, it is nearing that point rapidly. comScore has reported for months than at least one-third of mobile consumers are browsing the web or interacting with apps to research information. Now a new report from HipCricket finds nearly two-thirds (63%) of smartphone consumers have visited retailer websites.

by Kristina Knight

hipcricket.pngThe research also indicates that smartphone adoptees are turning to mobile sites more and more to find product and deal information, coupons or price-checking information. Much of this is done in-store, also, which means these shoppers are very engaged with the products they're researching.

HipCricket's research found:

• 46% of shoppers use mobiles to check prices
• 36% use mobiles to look for coupons
• 31% have interacted with a brand via mobile
• 28% research products
• 13% make purchases via mobile
• 33% are interesting in receiving geo-targeted offers via mobile
• 61% say they'll likely shop via mobile over the 2011 holidays

"The mobile Web has crossed into the mainstream, and consumers are using mobile retail sites as an important tool while they do their shopping," said Eric Harber, COO of Hipcricket. "While consumers are actively searching the mobile retail Web, they also continue to wait for their favorite brands to engage with them on their mobile devices. There's a huge opportunity for retailers and brands alike to create valuable conversations with their customers across all mobile channels."

Earlier this month comScore released figures that smartphones and tablets are now driving about 7% of digital traffic in the US. As for how mobile consumers are engaging in August, comScore reported 42% are now using mobile browsers, nearly 42% are using apps and 30% are accessing social networks.

Tags: comScore, Hipcricket, mobile commerce, mobile consumption, mobile marketing, mobile trends

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