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Most US consumers use mobiles to shop

News, 27 February 2017
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WASHINGTON DC: The majority (60%) of online US consumers now use their mobile devices for shopping while two-thirds (67%) search online for extra product information, according to a new survey.

Based on responses from more than 1,000 consumers at the end of last year, the Consumer Technology Association (CTA) also revealed that a full 90% of mobile device owners in the US have at least one subscription to access coupons, promotions and special discounts.

In addition, the CTA's Path to Purchase Using Mobile Devices Market Research report found consumers make most online purchases via online-only retailer websites (51%), such as Amazon.

Consumers prefer this path to purchase rather than using online-only retailer apps (24%) or multichannel retailer websites and apps.

"Every step of the consumer's path to purchase has dramatically changed with the use of smartphones, from triggering interest in considering technology products to purchase and sometimes post purchase behaviour that includes posting online reviews," said Steve Koenig, CTA's Senior Director of Market Research.

"The retail market continues to change with the innovations associated with smartphone technologies – such as location-based services and apps – creating new opportunities for both brick-and-mortar and online retailers to meet the changing needs of consumers," he added.

Brick-and-mortar retailers, for example, are likely to be encouraged by another survey finding that 61% of purchases are made in-store, while 29% of consumers search for product information while shopping in-store.

However, while consumers say smartphones offer quick access to information, they find using a phone in-store to be distracting.

Elsewhere, the CTA referred to separate research it published earlier this year which estimated that the number of smartphones sold in the US this year will rise 3% to 185m, with revenues projected to reach $55.6bn.

"Mobile connectivity that delivers anytime/anywhere access and information is one of the driving trends of our time – and our shopping preferences reflect that evolution," Koenig said.

Data sourced from CTA; additional data by Warc staff

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