Data point: How shoppers are using their phones


New research published by Nielsen, part of its U.S. Digital Consumer Report, finds that 29 percent of American smartphone owners used their device for shopping-related activities in the third quarter of 2011. Some of these consumers were looking for deals, comparing prices online while in a physical store (apps such as ShopSavvy help to enable quick comparisons) and finding or using online coupons. This data reflects similar findings from a study of how women are using technology that JWT conducted with Advertising Age late last year.

As mobile payment technologies such as NFC continue to gain adoption, the smartphone will come to play a bigger role in commerce. In the U.S., which lags some markets, Nielsen found that only 9 percent of mobile shoppers use their smartphone as a wallet but that 71 percent of app downloaders would be interested in an app that turns a phone into a credit card. Next week, at the Mobile World Congress in Barcelona, we’ll be tracking how today’s consumers and forward-thinking marketers are using smartphones and sharing some findings via Twitter.

Image credit: blog.nielsen.com

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