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Mobile Facts and Fiction

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The final figures on 2011 mobile shopping have yet to be tallied, but nearly every industry watcher is predicting that it will be the biggest year yet for making purchases via a smartphone and/or tablet -- at least until 2012 is in the record books. A recent mobile shopping survey commissioned by Motricity and conducted by Wakefield Research turned up some interesting particulars about the mobile shopper.

  • 70 percent of mobile shoppers made more purchases in 2011 than they did in 2010.
  • If you think the increased popularity of mobile shopping is being driven by Gen Y, think again. Shoppers ages 25 to 44 (42 percent) are nearly twice as likely to feel that shopping from a mobile device is more convenient than those ages 18-24 (23 percent).
  • On average, the most expensive thing Americans have purchased on a smartphone or tablet cost $274.
  • For those under 30, smartphones have eclipsed the need for a computer. More than half (55 percent) of device owners under 30 would rather give up their computer for six months than their smartphone.
  • Security and usability concerns (32 percent) are a top barrier to making purchases on a smartphone or tablet. Roughly the same number of respondents claims it’s too difficult to see the full product information on their device screen; nearly as many (31 percent) blame slow or unreliable Wi-Fi connections.