Americans under age 35 prefer to access retail sites via smartphone; those 45 and older prefer shopping via computer, according to comScore. Those ages 35-44 are equally likely to access retail sites via smartphone or computer.
More than eight in 10 smartphone owners (81%) — some 85.9 million — accessed retail content through these devices (via app or mobile web) in July 2012.
Nearly half (47%) visited Amazon sites via smartphone during that month. Three in 10 (31%) visited eBay, while 17% visited Apple and 15% visited Wal-Mart. No other sites garnered visits from more than 10% of smartphone users.
Mobile Shoppers Are Affluent
A third of those who visited retail sites via smartphone in July 2012 (33%) had annual household incomes of $100,000 or more; almost half had incomes of $75,000 or more.
By comparison, fewer than a quarter of those who arrive via computer (24%) had incomes of $100,000 or more, and fewer than four in 10 (39%) had incomes of $75,000 or more.
Men and women are about equally likely to visit retail sites, whether via computer or smartphone.
Majority Purchase Via Mobile
Two thirds of smartphone or tablet users (66%) purchase products on their devices at least occasionally, according to Prosper Mobile Insights. Almost nine in 10 (88%) research products using smartphones or tablets.
Apparel and electronics are the items most commonly researched via mobile devices, while apparel and entertainment products such as CDs or books are the items most commonly purchased via mobile.
The most commonly performed mobile activities while shopping in retail stores are reading product reviews, checking prices, and scanning QR codes to get product information.
Top considerations when making mobile purchases are price and security.
Sources: comScore Mobile Metrix, July 2012, comScore, Mark Donovan, SVP Mobile, 11950 Democracy Dr., #600, Reston, VA 20190; 703-438-2000; www.comscore.com. Price: Contact for information.
“Prosper Mobile Insights Mobile Survey,” August 2012, Prosper Mobile Insights, Chrissy Wissinger, Senior Manager, Communications, 400 W. Wilson Bridge, #200, Worthington, OH?43085; 614-846-0146; chrissy@biginsight.com or info@prospermobile.com; www.prospermobile.com. Price: Available online at no charge.
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