December 5, 2011
1 in 3 Smartphone Buyers Made Purchase on Their Phone While in a Store
In the U.S., 38% of smartphone owners have used their phone to make a purchase at least once in the course of their device ownership. In September 2011, 56% of smartphone purchasers completed their transaction while at home, leading as the most popular purchase location. 42% of consumers made purchases while out of home (i.e. restaurants, parks, etc.) or at work, with 37% making purchases while traveling/commuting. Slightly more than one in three purchasers used their smartphone to buy while in a store, highlighting the increasingly important role mobile is playing in consumers brick and mortar retail experience, especially as a tool for real-time price and product comparisons.