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August 9, 2011

State of Mobile Shopping in US : Top 5 Triggers

Texting is the most popular activity among US smartphone users, with 38% texting constantly throughout the day, according to [sign-in page] a June 2011 report from ExactTarget. Data from “Mobile Dependence Day” shows texting is followed in frequency of constant use by phone calls (31%) and email (29%).

There is a substantial drop in the percentage of smartphone users performing activities constantly after email, with 18% constantly browsing the internet and 17% constantly checking Facebook. The rate of constant Twitter use is less than one-third that of constant Facebook use (5%).

One in three (34%) have checked their bank account via smartphone at least once. Mobile banking was by far the most popular of 14 activities studied by ExactTarget. The next most popular, checking in using location-based networking, was performed at least once by 28% of smartphone users, an 18% decrease in frequency.

Email is by far the most effective mobile marketing trigger of purchases, with 55% of the 16% of smartphone users who have made at least one purchase doing so after receiving a mobile promotional email. Text messaging (35%), Facebook (35%) and shopping apps (32%) also show strong potential to influence purchase behavior among smartphone users. Twitter (20%) is 43% less likely to trigger a purchase than Facebook.

Mobile Facebook proved far more popular than mobile Twitter. Twenty-seven percent of smartphone users have liked a company on Facebook, more than five times the 5% who have shared an article via Twitter.

Android users are the most likely to report making a mobile purchase after receiving some type of mobile promotional message (21%), followed by owners of Windows phones (19%), iPhones (17%), and Blackberries (10%).
  • 15% of smartphone owners (6% of the overall online population) report having redeemed a mobile coupon, with women being more likely than men to utilize this capability (18% compared to 12%).
  • 20% of smartphone owners have browsed competitor prices while in a store.24% of smartphone owners (10% of the overall online population) report having scanned a QR code or similar barcode to obtain more information about a product, business, or event.
  • Women 18-24 are actually the least likely to use their smartphones for calling; only 56% say they make calls at least several times per day.89% of online US consumers 18 and up own a cell phone.