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BizReport : Mobile Marketing : September 13, 2012

91% of men have scanned a barcode while shopping

New research into the mobile consumer buying habits of men and women reveals that, not only do men shop more via mobile than women, but they also make more use of barcode scanners.

by Helen Leggatt

thumb_usamp.jpgThe survey of 1,100 men and women, by online market research and technology development firm uSamp, found that more men than women make purchases via mobile - 45% vs. 34%.

Not only are men out-shopping women in categories such as consumer electronics (27% vs. 8%) but also in those such as food and drink (13% vs. 8%) and digital content (30% vs. 20%).

"We recognize that mobile consumerism is on the rise, and it's important for companies to learn where, why, and how their audiences are making their buying decisions," said Matt Dusig, co-founder and CEO, uSamp. "Our mobile platform is taking the guessing out of mobile consumers' behavior, and we're gaining first-hand experience of what is driving their actions."

uSamp's survey found a surprisingly high number of mobile consumers, both men and women, scan barcodes as part of the purchase process. Again, men were found to use this mobile function more than women (91% vs. 85%).

Places where mobile consumers scanned barcodes were:

- Electronic store: 27% male vs. 12% female;
- Convenience store: 7% male vs. 3% female;
- Cosmetic store: 6% female vs. 2% male.

Tags: barcode, e-commerce, gender research, m-commerce, mobile consumer, mobile marketing, mobile shopping, QR code, research, retail, scanning

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