of the first quarter, more than eight in 10 U.S. mobile consumers used their devices for shopping within the past 30 days. The 84% who shop on smartphones and tablets marks a five
percentage-point increase from the year-earlier period.
New Nielsen data
defines mobile shopping as using a device to make a purchase,
research products, find stores, check prices, read or write a review, use shopping lists or comment about a purchase on a social networking site. Reflecting the broader mobile shift, more than a
quarter of mobile shoppers say the now buy more frequently via mobile than on their PCs.
Mobile shoppers are split evenly by gender, though women are more likely to purchase physical
goods than men. They also skew younger and more affluent than the general population. Most (57%) are under 45 years old and 34% are under 34, up from 29% from a year ago. The share of mobile shoppers
in the 25-34 age segment has increased the most in the last year, to 28% from 24%.
In terms of income, Nielsen’s first-quarter “Mobile Shopping Report” noted
wealthier consumers tend to be more active shoppers on devices, with 35% earning more than $100,000. The study also pointed out that the share with household incomes below $50,000 has grown the most,
up eight percentage points to 21% from a year ago.
Overall, mobile shoppers with lower and middle incomes made up more than half of the total. The expansion of mobile shopping across
income groups likely reflects the greater availability of lower cost smartphones and tablets in the last year and wider device adoption overall.
Findings from the Pew Research Center
last month last month estimated the majority (56%) of American adults own a smartphone and a third (34%) have a tablet. In the latter case, tablet penetration has jumped from just 3% in May 2010,
while smartphone adoption is up from 35% two years ago.
Research also indicates people favor tablets over phones when it comes to m-commerce. Nearly a third (30%) of U.S. tablet
owners have made a purchase on their devices, compared to only 13% of mobile phone users, according to a Forrester study released in May. M-commerce sales overall increased 31% in the first quarter,
accounting for 17.4% of total online sales, up from 13.3% a year ago, per IBM’s Online Retail Index study
Mark, we recently completed and published a report on consumers' experience (including shopping) and the impact of mobile. Examined two sets of issues: (i) consumer satisfaction with their experience on some 20 aspects spanning Discovering, Choosing, Buying and Using) and (ii) satisfaction shopping w/ online vs. brick-and-mortar stores. On most aspects (14 out of 20), fewer than 1 in 5 smart phone owners are "very happy" with their experience. Highest on dissatisfaction are coupons (finding/using), determining where products are in stock locally, contacting companies for service and support, keeping track of warranties, recalls, etc., paying with cash, and (by a wide margin) ads shown on mobile devices. Also, consumers are much more satisfied (2x) shopping w/ Amazon compared to brick-and-mortar stores. Interestingly, consumers using a mobile app for a particular purpose (e.g., managing rewards) are consistently much happier with their experience. Presentation with selected results is at http://slidesha.re/12mwxig. I would also be happy to share detailed findings, if interested - I can be reached at @phil_hendrix.
Dr. Phil Hendrix, immr and GigaOm Research analyst