The mobile shopping framework study: The role of mobile devices in the shopping process
Ashmeed Ali,Edwin Wong,Yahoo!Gateley Meeker, David GillThe Nielsen Company
Study focus
Using Nielsen data, Yahoo! developed an analytical framework around mobile Internet usage that measures both general and category-specific shopping behaviors and attitudes. The methodology explored 12 categories to examine differences between those shopping the category on a mobile platform vs. those shopping on a PC. Among the aspects of shopping measured were: mobile shopping activities tried, sources used, actions taken and time spent shopping on the mobile web. The 12...