In his recent article “Evaluating mobile calls-to-action at point of purchase” , Bryce Marshall reports that
A shopper using a mobile device to help make in-store purchase decisions is no longer an emerging behavior. It is established behavior.
Motorola recently released a study conducted during the 2009 holiday shopping season finding that 51.4 percent of shoppers surveyed used their mobile phone for shopping activities within the previous two weeks. Add Generation Y shoppers and the number spikes to 64 percent.
The whole article is a gem, so please read on: “Evaluating mobile calls-to-action at point of purchase“
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Here’s the link to download the full report from Motorola. Pages 24, 25 and 26 focus specifically on mobile shopping.
http://85.133.72.103/ImageLibrary/detail.aspx?MediaDetailsID=861