More than one-half (56%) of US consumers who have made at least one purchase using their smartphone have done so in response to a marketing message delivered via mobile email, according to a survey from ExactTarget.
Among smartphone owners surveyed, text messaging is the next-most effective mobile purchase trigger (41%), followed by Facebook (35%) and shopping-related apps (e.g., apps specific to Amazon, eBay, Groupon, etc.) (32%).
Below, additional findings from ExactTarget's report titled, "Mobile Dependence," based on a survey of more than 1,500 US consumers.
Overall, some 16% of smartphone owners say they have complete at least one purchase as a direct result of a marketing message they received on their smartphone.
Android owners are the most likely to report making a purchase after receiving a message on their smartphones (21%), followed by Windows smartphone owners (19%), iPhone owners (17%), and Blackberry users (10%).
Among those who have made such purchases, 74% have completed the purchase process with the help of their smartphone, via mobile browser (34%), app on smartphone (31%), or app store on smartphone (19%).
Some 43% have completed such purchases via computer or laptop and 35% report doing so in-store.