Mobile shopping is undoubtedly on the rise, and today comScore is releasing new data reinforcing this continuing trend. According to the data research and analysis firm, 38 percent of smartphone owners have used their phone to make a purchase at least once in the course of their device ownership.
The most popular products purchased on smartphones during the month of September included digital goods, clothing/accessories, tickets and daily deals. In September, two-thirds of all smartphone owners performed some sort of shopping activity on their phones, including comparing products and prices, searching for coupons, taking product pictures or locating a retail store.
In September, digital content purchases, such as music, eBooks, TV episodes and movies, were the most popular mobile purchases with 47 percent the share; 37 percent purchased clothing or accessories directly from retailer, and 35 percent of purchasers bought event tickets. Slightly more than one in three mobile purchasers bought daily deals and gift certificates on their device in September.
In terms of where shoppers were when they purchase items via their phone, 56 percent did so while at home, whereas 42 percent of consumers made purchases while out of home or at work. And 37 percent of the shopper who made remote purchases did so while traveling or commuting. Slightly more than one in three purchasers used their smartphone to make a purchase while in a store.
The fact that over 30 percent of purchasers used their smartphone to buy a product while in a store is interesting, considering that many are probably using their phones as a tool for real-time price and product comparisons. This holiday shopping season is expected to be the year of mobile, so we’ll see if consumers use their phones for retail purchases in record amounts.
“comScore is a global Internet information provider to which leading companies turn for consumer behavior insight that drives successful marketing, sales and trading strategies. comScore’s experienced analysts work closely with clients to identify their business objectives and determine how they can best apply and benefit from comScore’s vast databases of consumer behavior. comScore maintains massive proprietary databases that provide a continuous, real-time measurement of the myriad ways in which the Internet is used and the wide variety of activities that...