comScore has released a study on U.S. mobile retail usage based on data from the new comScore Mobile Retail Advisor report. The results showed that 38 per cent of smartphone owners have used their phone to make a purchase at least once in the course of their device ownership. The most popular products purchased on smartphones during the month of September included digital goods, clothing/accessories, tickets and daily deals.
“Fueled by smartphone adoption, mobile is becoming a central part in the shopping funnel for many consumers,” said Mark Donovan, comScore senior vice president for mobile. “In September we saw two-thirds of all smartphone owners perform shopping activities on their phones, including comparing products and prices, searching for coupons, taking product pictures or locating a retail store. Considering there are currently 90 million smartphone owners in the US, retailers without a well-developed mobile strategy are not only missing a tremendous opportunity with these customers but also risk becoming obsolete in the minds of these digital omnivores.”