With a million smart phones being sold every month in the U.S. market, L.E.K. Consulting predicts that more than half of U.S. consumers will be using mobile devices regularly for shopping within the next five years.
In fact, a recent L.E.K. survey of 1,600 U.S. consumers found that 66 percent of smart phone owners have used their devices to make purchases. That doesn?t necessarily mean they paid using their mobile phone, but that they used information retrieved from the device, though 39 percent do report making purchases every month, not including purchases of music and video downloads every month.
More than 80 percent of respondents have used them to assist in purchasing decisions through product research at least once in the past year.
About 60 percent of respondents say they use their ?smart phones to assist in purchases every month. L.E.K. calls such consumers ?active mobile consumers? and those smart phone owners
who shop less frequently as ?mobile window shoppers.?
Those sorts of behaviors illustrate one aspect of the collapsing wall between physical retail shopping and digital domain commerce. Right now many savvy consumers are using mobile
tools to research product information and locate the best deals while in-store. Over time, payment using the mobile and various other promotion and advertising applications also are expected to develop.
Within the past six months, more than half of active mobile consumers surveyed reported using at least one mobile coupon app, nearly a third checked a pricing comparison tool and 29 percent
useda loyalty or similar tool, often while standing in store aisles.
The other noteworthy finding was that consumers are bypassing traditional marketing
campaigns and often are highly influenced by the reviews and other posts from members of their social networks.
Mobile commerce on the rise
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