Experian Marketing Service's consumer research service, Experian Simmons, today released the 2011 Mobile Consumer Report, which provides some revealing information about what consumer habits influence mobile shopping trends.
The report provides great insights for marketers in how to prepare for the future of mobile. Among the topics covered are how consumers use their phones to manage social connections, consume media, gather information, plan shopping trips, interact with mobile advertising and more.
Marketers looking to study these tendencies should be interested in
learning that 29 percent of cell phone owners are under the impression
that their phones will be the primary device for their entertainment
needs in the future.
Perhaps the most telling statistic observed in the study was the fact that over 33 million Americans use their mobile devices for shopping-related activities.
The report also includes a profile of five distinct "mobile consumer segments" developed by Experian Simmons. The segments are mobirati (the "mobile generation"), social connectors, mobile professionals, pragmatic adopters, and basic planners. It looks at each segment's receptivity to both traditional and mobile advertising.
Some of the major findings in the report include:
- More than 9 out of 10 adults own a mobile phone. Moreover, 7 of 10 teenagers and 1 out of 5 children have mobile devices.
- 56 percent of all smartphone owners use the device to access the Internet.
- 36 percent of iPhone owners said that they want to make purchases in stores using their phones.
- 20 percent of all social networkers access their accounts from their mobile devices.
- 16 percent of mobile owners downloaded a mobile app last month.
"The explosion in usage of mobile technologies is an industry
game-changer, and marketers need reliable insights to better understand
this rapidly changing landscape," says Ken Wollenberg,
general manager of Experian Simmons. "This report will help them devise
plans that are timely, relevant and more effective in driving
incremental sales and building brand awareness in the mobile space."