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Mobile Purchasing; 3 in 10 Consumers Now Use Phones to Buy

3 in 10 Consumers Make Mobile Purchases

Three in 10 (29%) US consumers have made at least one purchase via mobile device, according to [pdf] a new white paper from Oracle and ATG. Data from “Mobile Trends: Consumer Views of Mobile Shopping and Mobile Service Providers” indicates this figure, recorded in December 2010, is 123% more than the 13% of consumers who had made a mobile purchase in November 2009.


4 in 10 18-34-Yr-Olds Make Mobile Purchases

Examining mobile purchase behavior by age group, 40% of consumers age 18-34 had made a mobile purchase as of December 2010, up 74% from 23% in November 2009. Interestingly, this figure declined slightly from 41% in July 2010.

Meanwhile, 27% of 34-54-year-old consumers had made a mobile purchase as of December 2010, up 145% from 11% 13 months earlier. And only 17% of consumers 55 and older had made a mobile purchase as of December 2010, but this figure was 142% higher than the 7% recorded in November 2009.

Percentage of Men Making Mobile Purchases Doubles Since ‘09


Thirty-two percent of men had made a mobile purchase in December 2010, double the 16% who had done so in November 2009. A substantial portion of this growth had occurred by July 2010, when 29% of men had made a mobile purchase.



Percentage of Women Making Mobile Purchases Grows 160%



While a smaller percentage of women than men had made a mobile purchase as of December 2010 (26%), their growth rate since November 2009 was substantially higher (160%, up from 10%). In addition, only 60% of this growth had occurred by July 2010, when 16% of women had made a mobile purchase.



In-store Mobile Purchase Draws Interest

Oracle/ATG analysis shows consumers across all age groups are indicating a desire to make payments on their mobile devices. While younger consumers are more likely to want mobile payment options, this demand is also gaining traction in older mobile phone users.

Consumers saying they would be either “very interested,” “interested,” or “somewhat interested” in purchasing a product by checking out on their mobile phone while in a store, instead of paying at the cashier, broke down as follows:

  • Fifty-six percent of consumers aged 18-34.
  • Forty-three percent of consumers aged 35-54.
  • Nineteen percent of consumers aged 55 and older.

Men also appear to be more interested than women in making in-store mobile payments. Forty-five percent of male respondents said they would be either “somewhat interested,” “interested,” or “very interested” in checking out on their mobile device while in a store, compared to 38% of women.

In-store Mobile Product Browsing Grows 78%

The percentage of US consumers who use mobile devices to browse and research products while in a physical store grew 78% between November 2009 and December 2010, according to other data from “Mobile Shopping and Mobile Service Providers” which indicates 48% of consumers browsed and researched products on a mobile device while in-store in December 2010, compared to 27% in November 2009.

About the Data: ATG (acquired by Oracle in 2011 surveyed 1,054 US consumers 18 and older about various topics relating to mobile devices in December 2010.



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Tags: 10, 3, Buy, Consumers, Mobile, Now, Phones, Purchasing, Use, in, More…to


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Comment by Ralph Paglia on April 12, 2011 at 2:13pm
It's fascinating to see how many people in each age bracket are making point of sale purchases, because as time goes on these are the same people who are most likely to use their phones to scan a QR code from a dealer when they start getting interested in their next vehicle purchase.
Comment by Keith Shetterly on April 12, 2011 at 1:42pm
Starbucks!  i should've known.  :)
Comment by James Easter on April 12, 2011 at 12:20pm

Keith, if others out there are like me, I would venture to guess that Starbucks figures into those numbers in some way - good app for reloading card & making scan purchases at the register.  Now if I could just get myself off of those crack-esque latte's!!  haha

Comment by Keith Shetterly on April 12, 2011 at 12:10pm

I wonder what the 3 in 10 purchased via their phone--specifically, how much of that was purchased apps for the phone?


Great article, regardless.  Thanks Ralph!

Comment by James Easter on April 12, 2011 at 11:46am
Always interesting to see Mobile numbers/stats as they are a changing sooo fast!

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