Yahoo deed onderzoek bij 8,384 inwoners van de V.S. residents tussen 13 en 64 jaar oud via een online enquete in juni 2010. 5,313 zijn gebruikers van mobiel internet die op zijn minst informatie opzoeken over minstens een van de 12 categorieën. 3,071 zijn PC/Laptop Internet gebruikers die informatie opzoeken over minstens een van de 12 categorieën terwijl ze geen enkel gebruik maakten van mobiel internet voor een van die 12 categorieën.

Product categorieën:

Wat zijn de conclusies:

1. Mobile devices are accessed frequently in stores, making them a great advertising vehicle for retailers. 9 out of 10 mobile users have accessed mobile web while at a store (see chart 1), and approximately 50% of in-store mobile web activity is related to shopping. For example, 48% of in-store mobile users take and/or send a picture of a product to a friend or family member.

Chart 1: 9 in 10 have accessed the mobile web at a store

2. 51% of consumers indicated that they do make a purchase after doing research on their mobile device.
3. On average 16% use their mobile phones for shopping research, but interest for this in the next 12 months is extremely high at 57% among mobile Internet users and 41% among non-mobile Internet users, on average.
4. There is tremendous opportunity to reach consumers through advertising on their mobile devices. 1 in 5 mobile shoppers who have seen advertising during the shopping process say they always look at it. The key to being successful in mobile shopping advertising is to make sure the ads are informative. Consumers want mobile ads to include:
   • Price
   • Product Features
   • Benefits
5. 86% of mobile Internet users (and 92% of 13-24s) are using their mobile devices simultaneously with TV. A quarter of them say they are browsing content related to what they are watching, presenting a compelling opportunity for content providers and advertisers alike to complement the viewing experience on the mobile platform.

Chart 2: Most mobile Internet users access the mobile Internet while watching TV

6. Mobile becomes critical for impulse, time sensitive buys and when a PC is just not available. 56% said it’s great when I am not near a PC/laptop, 45% said it’s great to research unplanned purchases and time-sensitive research, 41% use it for impulse buys.

Conclusies:

Ok, mobiel shoppen is er nog niet echt, maar toch gebruiken een pak mensen hun mobiel internet in het shoppen, vooral om informatie op te zoeken.

(bron)