Almost one in three (31%) US smartphone owners who use their device for shopping frequently/often access promotional coupons in-store for in-store redemption, according to [sign-in] a March 2011 study from the etailing group and Coffee Table. Data from “The ‘Shopping Mindset’ of the Mobile Consumer” indicates this is the most common in-store usage of smartphones, beating other popular activities such as looking for competitive pricing on Amazon.com (29%) and at other retailers besides Amazon.com (26%).
Twenty-six percent also check product ratings and reviews.
Forty-four percent of smartphone shoppers use a store locator app before entering a store. Other popular smartphone-based store information gathering activities include checking for sales and specials (40%) and looking for competitive pricing at Amazon (38%) or at other retailers (32%). Strong browsing of an online store for product of interest (37%), and seeking out product ratings and reviews (36%) also play an important role in this early shopping stage.
When asked to give reasons for not shopping more on their smartphones (more than one answer permitted), the highest percentage of respondents (49%) cited an awkward shopping experience. This was 36% higher than the second-most-popular barrier, concerns about credit card information (36%).
Other common responses include slow connection/connectivity (31%) and poor product image (26%).
More than four in 10 smartphone shoppers (43%) have not downloaded any shopping apps in the past year, and another 38% have downloaded one to five. Only a combined 6% have downloaded more than 10 shopping apps in the past year.
About 7% of US mobile phone subscribers and 18% of smartphone subscribers used location-based “check-in” services on their phones in March 2011, according to comScore MobiLens data. In total, 16.7 million mobile subscribers, including 12.7 million smartphone subscribers (76% of the total), used location-based check-in.
About the Data: An online survey was fielded in February, 2011 targeting shoppers who spent $250 or more online annually; currently owning a smartphone and/or a tablet.
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