Online commerce vendor ATG sponsored a survey (n=1,002) about consumer shopping behaviors online and on mobile devices. The top-level findings are written up here. Basically search engines are most widely used resource, followed by email and then "word of mouth." In this post, however, I'll focus on the survey's mobile data.
There are no startling findings or revelations. The data do show how consumers are increasingly using their handsets to get product information in stores and on the go and how they're becoming more comfortable making purchases through their phones.
Previously InsightExpress reported that 82% of mobile phone owners in the US used mobile phones (in one way or another) in stores, which includes voice calls to friends and family. In the ATG data the numbers aren't quite as impressive though "about 41% of consumers aged 18-34 are using their mobile device to complete purchases of products and services with varying frequencies."
Unfortunately there's no handset segmentation in the report but we can assume that most of the action is happening on smartphones. According to the survey:
For which of the following activities do you use your mobile device? (Select all that apply)
How often do you complete a purchase transaction directly on your mobile device?
As I said no great or startling revelations but solid evidence of how mobile devices are gaining as shopping tools.