A new study from Arc Worldwide, Leo Burnett's marketing services arm, reports that 50% of consumers use their mobile device to shop, albeit in very different ways. A small percentage -- about 11%, the
report says -- are "heavies," people who use their devices constantly and enjoy experimenting with new apps. And while the remainder do use their phones, they don't like it, and view phones as an
inferior "on-the-go" version of their computer.
