Mathieu Hannouz
May 22, 2012

Mobile Commerce Making Shopping and Purchasing Decisions More Simple

According to the Internet Advertising Bureau and One Device Research's Mobile Phone Shopping Survey released in May 2012, mobile commerce is steadily enhancing real world commerce by making shopping and purchasing decisions more simple.  The data comes from 260 mobile consumers using their devices over a two-week period of time.

Surveyed customers cited finding product or service information as the biggest reason for using their mobile devices while shopping (28 percent). Other popular reasons include:

• Searching for a store location (18 percent)
• Comparing prices (12 percent)
• Purchasing digital content (9 percent)
• Purchasing non-digital items (5 percent)
• Using mobile coupons (3 percent)

Survey data shows customers use mobile devices for a variety of reasons while shopping. Twenty-four percent of respondents cite ease of use as the main driver of mobile commerce activities. Mobile ads (22 percent), boredom/filling time (21 percent), and finding the best deal (20 percent) also constituted reasons for engaging in mobile commerce.

With users increasingly “connected” to their mobile devices, marketers have the opportunity to engage customers through mobile ads and targeted messaging. Location-based services such as Foursquare can provide marketers with a "real time" marketing approach to engage consumers shopping on their mobile devices.

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