Survey: 16% of Online Shoppers Compare Prices on Their Mobile Phones

PriceGrabber.com, now a division of Experian, put out a mobile shopping report based on a survey of just over 3,000 online US consumers who own mobile phones. The survey was conducted in March of this year.

Here are some of the top-level findings from the survey:

  • 58% of online shoppers surveyed by PriceGrabber said they own a mobile phone "capable of connecting to the Web"
  • 42% of respondents said they own a non-Web-enabled phone capable of using voice and text service plans only
  • Among the Web-enabled group (58%): 21% owned smartphones, 8% owned iPhones, 29% owned "another type of Web-enabled phone"

Price comparisons:

  • One in 10 online shoppers surveyed said they purchase online from their mobile device
  • 16% compare prices (56% of Apple iPhone owners and 28% of other smartphone users already are comparing prices online with their mobile phones)
  • 16% research product details and specs

Mobile purchasing:

  • According to the survey, among those mobile consumers making purchases using their phones:
  • 58% have purchased digital content for their phone (e.g., ringtones, apps/software)
  • 51% have purchased consumer electronics
  • 37% have purchased computers
  • 36% have purchased books
  • 31% have purchased clothing

Here are a few charts from the report (all PriceGrabber): 

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In our recent survey (n=707) we found 20% of non-smartphone owner-respondents stating they intended to upgrade to a smartphone in the next 12 months. By contrast the total number intending to upgrade to a smartphone or iPhone in teh PriceGrabber survey was 25%. 

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Other than the ringtones/apps category, the purchases discussed in the report are not what used to be called "m-commerce." Rather they're online shopping sites being accessed via smartphone. It's also worth noting that 29% of respondents had either an iPhone or other smartphone, like a BlackBerry. This is roughly 15 percentage points higher than the population at large. Consequently all the behaviors examined here overindex accordingly. 

But in terms of the smartphone population they're going to be representative.