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Saving Time and Money Are Key Drivers of Shopping via Mobile

by Lenna Garibian  |  
January 28, 2013

Nearly two-thirds (63%) of smartphone owners expect to be shopping more via their mobile device over the next couple years, according to a survey from Latitude Research.

Moreover, among such mobile devotees, saving time and money are key motivators for shopping with their device:

  • 73% of smartphone owners cite saving time as a reason to shop via mobile.
  • 69% cite saving money.
  • 69% cite the ability to shop on the go.
  • 63% cite the ability to multitask while shopping.

Women tend to appreciate the aspects of mobile that lead to more "productive" shopping, and they're more likely than men to go mobile because it eliminates waiting in line and because it's something they can do while multitasking, the study found.

By contrast, men are attracted to mobile because it streamlines shopping by offering better-curated options—which means sifting through fewer items.

Below, additional findings from the Latitude study titled "Next-Gen Retail Mobile and Beyond," based on a survey of 900 smartphone owners in the US and UK and, among that sample, roughly 590 tablet owners.

Mobile Shopping Anywhere

Mobile shopping has seeped into people's everyday routines—from work to home, and everywhere in between: 81% of smartphone owners say because they have a mobile device, they're "constantly shopping."

Surprisingly, 77% of smartphone-only owners say they shop regularly via mobile devices at home, forgoing the larger screen and other niceties of a desktop or laptop computer, while 59% shop while watching TV.

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Lenna Garibian is a MarketingProfs research writer and a marketing consultant in the tech industry, where she develops engaging content that builds thought leadership and revenue opportunities for clients. She's held marketing and research positions at eRPortal Software, GAP Inc., Stanford University, and the IMF. Reach Lenna via Twitter @LennaAnahid and LinkedIn.

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