Mobile shoppers are mobilizing their smartphones to buy more and more often. In September, comScore reported that 38 percent of smartphone owners have used their phone to make a purchase at least once in the course of it. Mobile purchases were made at home, out/about, work, traveling and in-stores.
- Digital content purchases, such as music, eBooks, TV episodes and movies, were the most popular mobile purchases in September with 47 percent of smartphone purchasers buying them.
- 37 percent purchased clothing or accessories directly from retailer, while 35 percent of purchasers bought event tickets.
- Slightly more than one in three mobile purchasers bought daily deals and gift certificates on their device during the month.
- Other popular purchases were electronic 32%, delivery food (like pizza) 31% hotel stays 29%, Books 26%, car rentals 24%, airline tickets 24%, flowers 21%, sports/fitness 19% and auto 13%.
Where did they buy the products?
- 56 percent did so while at home, leading as the most popular purchase location. 42 percent of consumers made purchases while out of home (i.e. restaurants, parks, etc.) or at work, with 37 percent making purchases while traveling/commuting.
- Slightly more than one in three purchasers used their smartphone to make a purchase while in a store, highlighting the increasingly important role mobile is playing in consumers’ brick and mortar retail experience, especially as a tool for real-time price and product comparisons.