This holiday season it appears that more consumers than ever will be making purchases from their mobile devices, rather than utilizing their personal computers or the more traditional means of going to a physical store. According to mobile ad network Jumptap and comScore, 31% of mobile device owners have made a purchase with their device. This statistic is dwarfed by a whopping 63% of tablet owners who responded to the survey as having used their device to make a purchase. Why has this been happening? The arrival of mobile devices has made shopping an easier and much more convenient experience. Smartphones and tablets allow consumers to research products while in store or online, prior to making transactions.
Given all the buzz surrounding mobile devices as of late, Chitika Insights conducted a research study evaluating the level of mobile device activity compared to all shopping traffic in order to determine whether this is truly the year of the smartphone.
To quantify this emerging trend, Chitika Insights took a look at how frequently mobile devices are being used by consumers to satisfy their shopping needs. The study took place over a one week time period ranging from November 2nd to the 8th, covering a sample of hundreds of millions of impressions. On a broad basis, mobile devices count towards 11.5% of all shopping impressions we saw during this time period. However, when analyzing mobile devices on a whole in terms of frequency of shopping, a different story is told.
iPad, iPhone, and Android owners all tend to engage in shopping behaviors with about the same frequency. iPads accounted for approximately 3.5% of all mobile shopping interest over the one week period, with iPhones and Android devices responsible for 3.4% and 3.6% of activity respectively. Although comScore reported tablet owners are more likely to have made a purchase via tablet, our data shows consumers tend to shop on different mobile devices at a relatively equal rate. In terms of the outlying devices, iPods and Blackberries only generate .6% and .2% of mobile shopping interest respectively.
Desktops are still the avenue of choice for the consumers every day shopping needs, but that doesn’t mean mobile won’t become a major player in the future – and as we can see it’s certainly already making its mark. As a publisher, particularly in e-commerce, it will become ever more important to optimize your site for mobile consumption to support purchasing behavior by on-the-go consumers. This will become even more relevant as the emerging technologies, like the use of QR codes for example become more integrated into the world of e-commerce. Stay tuned for upcoming studies coming out of Chitika Insights concerning the growth of mobile and other emerging trends.
Looking to test your ad descriptions on real people? Poll the People offers a free signup to test your ads and get feedback from our panel of consumers. With our easy-to-use platform, you can create a poll in minutes and get results fast. So why wait? Sign up today and see how Poll the People can help you improve your advertising.
This site uses Akismet to reduce spam. Learn how your comment data is processed.
About Chitika Insights
Chitika Insights was the research arm of online advertising network Chitika. Insights used Chitika's unique data to monitor and report on Internet trends - search engines, clickthrough rates, the mobile war, and more.
Additionally, the Chitika Insights team monitored the day's tech news closely, and provided an in-depth, data-driven commentary on the latest breaking news. Our studies and data have been featured prominently in major publications, such as The New York Times, Forbes, Barrons and about 3000+ respected publications.
Most Popular Topics
AB Testing adoption android aol Apple ask AT&T Bing Blog browser chitika chrome CTR firefox Google htc ie Insights internet explorer ios ios 6 ipad iphone ipod mac market share Microsoft Mobile online advertising Operating system Poll the People safari samsung Search search engine smartphone social media tablet timeless twitter Updated Usability Testing User Testing windows yahoo