• by Chuck Martin , Staff Writer, November 4, 2013

The holiday mobile shopping surveys are coming out in full force.

It seems we come across a new study every day as marketers and researchers attempt to discern every potential possible aspect of mobile shopping for this shopping season.

One study from Experian Marketing Services showed that moms with young kids are 62% more likely than the population at large to use mobile phones to look for coupons while shopping. That’s also the segment of mothers most likely to engage in showrooming.

A survey by Millward Brown Digital found that before leaving home, a majority (60%) of mobile consumers conduct research via mobile. That study also showed that most mobile shopping activity is transactional in nature, as we wrote about last week (How People Shop: Mobile vs. PC).

Now yet another study is out looking at planned holiday shopping habits of mobile consumers and it shows that the majority (55%) of them start their shopping after Halloween, while many (32%) start before November.

Many (54%) mobile shoppers tend to do their mobile shopping at home, according the survey by

Tapjoy, which surveyed users across its ad platform. This is consistent with other research showing that much mobile shopping, especially on tablets, happens before leaving home.

Also consistent with other studies, more than a quarter (27%) tend to do their mobile shopping while in a physical store.

Consumers intend to use their mobile devices in various ways for holiday shopping, including:

• 35% -- Research, read reviews
• 30% -- Use an email offer or mobile coupon
• 29% -- Purchase an item
• 28% -- Locate a store
• 25% -- Use a shopping/retail app

When it comes to what mobile shoppers plan to make, the top categories are:

• 29% -- Games
• 26% -- Clothing
• 25% -- Tech, travel
• 24% -- Entertainment
• 13% -- Food, beverage

The flood of studies around holiday mobile shopping is likely to keep coming.

More interesting will be the studies conducted after the shopping is over to see what ultimately did happen.

But based on all the recent finding, mobile will be involved through many stages leading to the ultimate transaction.