Though few consumers actually make purchases using mobile devices, smartphones are playing an increasingly important role in shoppers' buying decisions, particularly when they are visiting physical stores, according to a new study by ForeSee Results.
During the 2010 holiday season, mobile use among US shoppers skyrocketed, the study found:
- 11% of shoppers made a purchase using their smartphone, up from the 2% who did so a year earlier.
- 30% of shoppers used the mobile Web to research products, pricing, and find store locations, up from 11% during the 2009 holiday season.
Some 15% of shoppers used their smartphone to compare products or prices while shopping in a store during the 2010 holiday season, compared with 3% during the 2009 holiday season, ForeSee said.
Below, others findings from the ForeSee Results Report on Mobile Shopping (2010 US Edition).
Mobile Use Among Shopper Likely to Increase More
Shoppers are using mobile phones to access retail information more than ever: 33% of consumers have used their phone to access a retailer website or mobile app (vs. 24% in 2009), and an additional 26% plan to do so in the future.