More adult mobile owners used their devices to help them shop during the 2012 holidays than during the 2011 season, finds the Pew Research Center’s Internet & American Life Project in new survey results [pdf]. Among various actions taken, 27% used their device to look up product pricing (“mobile price matchers”). While that was not up significantly from a year earlier (25%), what they did after comparing prices did shift. Specifically, 46% of this group reported ultimately purchasing the product at the particular store. That represents a significant 31% increase from 35% who reported doing so the prior year.
The other respondents either decided to not purchase the product at all (30%), purchased the product online (12%), or purchased it at a different store (6%).
About the Data: The PSRAI January 2013 Omnibus Week 1 obtained telephone interviews with a nationally representative sample of 1,003 adults living in the continental United States. Telephone interviews were conducted by landline (501) and cell phone (502, including 241 without a landline phone). The survey was conducted by Princeton Survey Research Associates International (PSRAI). Interviews were done in English by Princeton Data Source from January 3 to 6, 2013. Statistical results are weighted to correct known demographic discrepancies. The margin of sampling error for the complete set of weighted data is ± 3.6 percentage points.
The survey asked respondents about the actions they had taken using their cell phone during the previous 30 days.
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