Smartphone Use Drives Online Shopping
As holiday shopping ramps up, an increasing number of consumers are using their smartphones to locate stores, to get coupons and to make purchases. More than 40% of 173 iPhone users surveyed by Sanford C. Bernstein reported a substantial increase in their online shopping, the result of greater use of smartphones, according to a Dec. 1 report. Nearly 30% of 187 BlackBerry users surveyed had reported to have experienced the same effect.
Most of these consumers have likely simply used their phones to find stores, to compare prices and to research products, writes Bernstein analyst Jeffrey Lindsay. But chances are, some have actually purchased goods via their mobiles. Some 25% of nearly 11,000 consumers Deloitte recently surveyed had also made online purchases via their mobile phones.
As more people acquire smartphones in the coming years, and as their smartphones’ usage increases, mobile commerce should flourish. Bernstein’s survey showed that 46% of respondents have increased their smartphone usage in the past 12 months. Frequency of Web browsing has risen as well — and so has mobile shopping.