Shopping Behavior Linked to Smartphone Type

As I discussed in a post earlier this week, mobile Internet is poised to take off.  Consumers are spending more money on smartphones, and they expect to use mobile features such as accessing e‑commerce sites. Marketers will need to offer hassle-​free functionality to ensure that the mobile Internet experience encourages users to return.

A recent survey by Compete indicates that smartphone users are accessing mobile Internet for the following commerce purposes:

  • Look up shipping information of an item I may purchase online 68%
  • Find store location or hours of a place I intend to visit 68%
  • Review a product description 52%
  • Review 3rd party or consumer reviews of product while in store 45%
  • Check status of order placed online 43%
  • Look for coupons 43%
  • Purchase books, DVDs or video games 14%
  • Purchase movie tickets 12%

Survey results also reveal differences in consumer mobile spending levels when it comes to the type of smartphone owned. For example, 11% of Android users will purchase single items that cost $500 or more via m‑commerce. That figure drops to 5% for Palm users.  Here are the percentages of smartphone users by type who say the most they are willing to purchase via m‑commerce are items that cost $10 or less:

  • Palm 55%
  • Blackberry 51%
  • Windows 50%
  • iPhone 28%
  • Android 40%

Danielle Nohe, director of consumer technologies for Compete says, “[a]s these devices proliferate – and people grow more comfortable transacting, site owners must redesign around mobile shopping ease-​of-​use.” These redesigns will undoubtedly be accompanied by increased online and mobile marketing to attract consumer attention.

[Source: Compete release, 1.4.10]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.