The mobile shopping framework study: The role of mobile devices in the shopping process
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 product and service categories can be separated into two groups:
- High Incidence Mobile Categories: Mobile digital content, restaurants/ dining, entertainment items/content and financial services and travel.
- Low Incidence or Niche Mobile Categories: Consumer electronics/ technology, apparel/accessories, health/ medical, food and beverage, beauty/ personal care, home improvement and autos/parts/accessories.