Baltimore — Consumers are spending more time on retail sites using their smartphones and tablets than they are using computers, according to a joint study by Millennial Media and ComScore.
According to the “Mobile Intel Series: Mobile” report, the amount of time consumers spend on mobile retail sites using their smartphones or tablets now accounts for 51 percent of the total retail time spent on digital properties vs. just 16 percent in 2010.
This is a positive trend for retail, according to the firms, which note in the report: “ComScore research suggests that mobile extends the desktop retail audience by 45 percent, helping consumers to continue their shopping experience across devices, and ultimately driving purchase, by any method.”
Other findings in the study include the following:
- The mobile retail audience was split 52 percent male and 48 percent female. The age group most represented was 25 to 34 years old, with 27 percent of the male audience and 22 percent of the female audience.
- The amount of time consumers spend on mobile retail sites using their smartphones or tablets accounts for approximately half of the total retail time spent on digital properties.
- When consumers shop in brick-and-mortar stores and use their mobile devices to assist them, 55 percent of males compare product prices (vs. 34 percent of females), while 47 percent of males check product availability (vs. 37 percent of females).
- The top three influential factors when making a purchase on a mobile device were price (cited by 73 percent of respondents), customer reviews (35 percent), and mobile coupons (33 percent).
- Clothing and accessories were the most popular types of goods or services purchased with a mobile device for both males and females. Consumer electronics and household appliances came in fifth, after tickets, books and meals.
The entire report can be downloaded here.