Aug
11
2011

Understanding the behaviors of the mobile phone consumer

Mobile phones are now in the hands of 91 percent of American adults – up from 72 percent in 2009 – according to a new report from Experian Simmons. While some still use their phone as a means of communicating the “old fashioned” way, there is a significant shift in activities performed on mobile phones – especially with smartphone owners.

Making purchase on phone As smart phone adoption grows, activities not possible in recent history will continue to become the norm. Ten percent of the American population has performed a shopping-related activity including researching products and comparing prices. The most common items consumers want to buy via their cell phones are tickets to movies and events, travel services and games/toys.

“The number is just a fraction of the population, but being that it’s such an early trend, it’s got a lot of room to grow, “ John Fetto, senior marketing manager for Experian Simmons told Aaron Baar from Marketing Daily.
Consumers want to use their phones to make a purchase. As of May 23, 2011, 15 percent of all adult mobile phone owners were interested in a service that would allow them to make a purchase in a store, up from 10 percent in February 2009.

Read the full interview between John Fetto and Media Post’s Marketing Daily: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=155586.

Download a copy of the newly released 2011 Mobile report from Experian Simmons.


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