Basking Ridge, 14th October 2010: With the increasing ownership of smartphones, a survey from Lightspeed Research has shown the potential for a new boom in mobile shopping.
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 one third of those aged 55+ have also made a purchase via mobile.
Phone apps or games were the most popular items purchased via mobile, music and ringtones coming a distant second and third. Those under 45 were the most likely to have purchased phone apps or games, or movies/videos for their phones, whilst those 55+ were most likely to have purchased travel related items like tickets or hotel accommodation via mobile.
Most consumers (54%) prefer to make their mobile purchase via a company’s internet site, and this is particularly true for those aged 55+. Purchasing via phone applications is also popular with 41% preferring this method. 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.
Respondents aren’t just using their mobiles to buy items – 80% have used their phone to locate their closest store, 70% have compared prices using their phone, and 65% have read product reviews on their mobile.
Just over one third do their mobile shopping via iPhone, 25% use an Android-based phone, and 19% use a Blackberry.
Chris Urinyi, Lightspeed Research CEO, The Americas, commented “This research highlights that mobile phones are a viable way for retailers to reach customers. With almost half of our respondents having already purchased this way, and many more researching store locations, comparing product prices and reading product reviews, the shopping experience is being completely transformed. Retailers have a real opportunity to understand this change and reach customers and potential customers in a new way. With the advent of location-based services and coupon apps such as Groupon, Yowza and Coupon Sherpa, retailers could truly be attracting shoppers ‘off the streets’ with enticing and relevant offers served in-the-moment. There’s a revolution coming to the shopping experience – and its coming on the mobile phone!”
Click here to download a pdf with the full survey report
For press enquiries please contact:
Corinna Stadel, PR Consultant – Greenfields Communications
cstadel@greenfieldscommunications.com Tel: 001 4040 865 1423
Naor Chazan, Marketing Director Americas – Lightspeed Research
nchazan@lightspeedresearch.com Tel: 908.630.3443 Cell: 908.502.2996
Note to editors
This survey was conducted from Aug 26-30 2010 and is based on 3,905 respondents using Lightspeed Research’s US Mobile Phone Panel.
About Lightspeed Research
Lightspeed Research delivers valuable data to help clients make informed business decisions. With proprietary online panels throughout the world, our verified, engaged, and deeply profiled survey respondents can support research studies that vary in scope and complexity. Lightspeed Research’s expert Client Operations Team offers data collection services including survey design, sample management, programming and reporting. The company has offices throughout the United States, Europe, and Asia Pacific. Lightspeed Research is part of Kantar, the information insight and consultancy division of WPP. For more information, please visit www.lightspeedresearch.com
