Report Shows Impressive In-Store Mobile Phone Usage for 2011 Holidays
January 31, 2012
According to a research report published by Pew Internet, 52 percent of adult mobile phone owners used their phone while in stores during the holiday shopping season. The data comes from a survey of 1,000 respondents on in-store cell phone usage in the 30 days prior to January 5.
The majority of respondents fell into one of three reasons for using their phone in stores. These reasons include:
- Calling a friend for advice about a purchase
- Looking up prices online of a product found in a store
- Looking up product reviews online of a product found in store
According to the data:
- 38 percent of cell owners cited calling a friend for advice before purchasing the product
- 25 percent claimed to look up in-store prices online to compare costs
- 24 percent used their phone to look up reviews online for a product found in store
Further, 75 percent of the respondents reported using their phone for product reviews online fell between the ages of 18-49. Thirteen percent of product review respondents were 50-64, and just four percent were 65 or older.
The data released by Pew Internet indicates mobile phones were being used prior to as well as during in-store purchases during the 2011 holiday season. More than half of mobile phone owning adults utilized their device during this time, the majority of the users being under the age of 50. These numbers indicate the younger generation consumers are utilizing mobile devices while shopping at a growing rate and this number is expected to continue to rise as youth generations become adults.
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