Mobile shopping goes mainstream


ComScore (, a company that “measures the digital world,” has released a study on U.S. mobile retail usage based on data from the new comScore Mobile Retail Advisor report.

The results showed that 38% 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.

“Fueled by smartphone adoption, mobile is becoming a central part in the shopping funnel for many consumers,” says Mark Donovan, comScore senior vice president for mobile. “In September we saw two-thirds of all smartphone owners perform shopping activities on their phones, including comparing products and prices, searching for coupons, taking product pictures or locating a retail store.”

Digital content purchases, such as music, eBooks, TV episodes and movies, were the most popular mobile purchases in September with 47% of smartphone purchasers buying these items. Thirty-seven percent purchased clothing or accessories directly from retailer, while 35% of purchasers bought event tickets. Slightly more than one in three mobile purchasers bought daily deals and gift certificates on their device during the month.

Analysis of where consumers were located when they purchased products/services on their smartphone found that 56% did so while at home, leading as the most popular purchase location. Forty-two percent of consumers made purchases while out of home (i.e. restaurants, parks, etc.) or at work, with 37% making purchases while traveling/commuting. Slightly more than one in three purchasers used their smartphone to make a purchase while in a store, highlighting the increasingly important role mobile is playing in consumers’ brick and mortar retail experience, especially as a tool for real-time price and product comparisons.

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