The percentage of US consumers who use mobile devices to browse and research products while in a physical store grew 78% between November 2009 and December 2010, according to [pdf] a new white paper from Oracle and ATG. Data from “Mobile Trends: Consumer Views of Mobile Shopping and Mobile Service Providers” indicates 48% of consumers browsed and researched products on a mobile device while in-store in December 2010, compared to 27% in November 2009.
Younger Consumers More Likely to Browse In-store
Not surprisingly, white paper data shows younger consumers were more apt to browse and research products via mobile device while in-store, although older consumers had a higher year-over-year growth rate. Consumers age 18-34 had a 60% rate of browsing and researching products via mobile device in December 2010, up 46% from 41% in November 2009.
Consumers 35-54 only had a 44% mobile browsing rate, but this was up 91% from 23% 13 months earlier. And those 55 and older had the lowest mobile browsing rate (36%) and second-highest growth rate (89%).
44% of Women Browse In-store
The December 2010 in-store browsing rate among women (44%) was almost 10% lower than the overall average. However, women’s growth rate in this activity since November 2009 was about 83%, slightly ahead of the overall growth rate.
51% of Men Browse In-store
As opposed to women, men actually browsed and researched products via mobile device while in-store at a rate slightly higher (51%) than the overall average in December 2010. In November 2009, 30% of men performed this activity, giving them a 70% growth rate about 10% below the overall average.
16% of Consumers Compare Prices In-store via Mobile Device
Overall, consumers use their devices for the following kinds of in-store shopping activities (respondents were allowed to choose as many options as applied to them):
- Sixteen percent compare prices with another brand or store.
- Ten percent visit the same brand’s or store’s web site to get more information about a product or service.
- Seven percent look for coupons or discounts for that brand or store.
- Six percent check to see if a product is in stock at a particular store.
- Six percent seek ratings or reviews on a product or service.
- Five percent collect rewards for visiting a store.
- Four percent request feedback or share an update on something they were considering purchasing.
Moms Shop ‘Smart’
Sixty-eight percent of US moms use their smartphone while shopping, meaning a mom is 15% more likely to do so than average, according to recent data from BabyCenter. In fact, nearly half (46%) claim the most convenient time to receive information about a product is when they are in the store. Also, 62% of moms use shopping apps to research or compare prices.
About the Data: ATG (acquired by Oracle in 2011 surveyed 1,054 US consumers 18 and older about various topics relating to mobile devices in December 2010.