GLOBAL – Yahoo! has released the findings of the Mobile Shopping Framework, a quantitative study by Nielsen revolving around mobile Internet shopping behavior.
The study surveyed over 8,000 U.S. residents, of which 5,313 used mobile Internet to access information about at least one of 12 product categories and 3,071 had no mobile Internet but used PC/Laptop Internet to access information in the same categories.
Similar to findings by Google, the Yahoo!-Nielsen research showed that nine out of 10 mobile users have accessed mobile web while at a store, and half of in-store mobile web activity is shopping-related. 51% of consumers indicated that they do make a purchase after doing research on their mobile device.
Search is the top mobile Internet activity in virtually all categories, with respondents reporting they have searched related information to Travel (76%), Dining (73%) and Entertainment (73%) at least once.
Consumers want mobile ads to include price, product features and benefits.Over half of respondents have accessed shop locators in the Home, Personal Care, Apparel and Dining categories. Product and price comparison also ranks relatively high scores (upwards of 40%) in Home, Personal Care, Apparel, Travel and Tech.
There is great potential for retailers to advertise on mobile devices. In addition, 86% of mobile Internet users use their mobile devices while watching TV and a quarter say they browse content related to what they are viewing. This provides an opportunity for content providers and advertisers to complement the viewing experience on the mobile platform.
For impulse and time-sensitive buys, mobile becomes important: 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.
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