• by Mark Walsh  @markfwal, July 21, 2011

Mobile advertising company 4INFO Thursday released new research aimed at providing a broader picture of the mobile consumer. Among the main findings, 40% of mobile users have made an online purchase, and consumer packaged goods (CPG) is a leading online shopping segment.

Mobile users are more likely to buy consumable goods, such as pet supplies, than they are to buy women's or men's apparel (and of those, nearly 60% purchase name brand pet supplies, like Purina). Other top CPG brands within their product categories included Coca-Cola, Dannon Yogurt, Hershey's, Nabisco and Tropicana.

When it comes to demographics, the research showed nearly two-thirds (63%) of mobile users have children at home and 40% are registered voters. It also found there were more soccer moms than corporate executives, affluent baby boomers and business travelers. The findings are based on data drawn from the audience of 83 million 4INFO's AdHaven mobile ad network reaches each month.

The study also leverages recent partnerships 4INFO has formed recently with companies including Nielsen and Datalogix that combine its mobile user data with aggregate offline and online purchase information.