According to a report entitled ‘US consumer attitudes to mCommerce ‘ released by MobPartner, a mobile advertising firm, 75 % of consumers in the US have already used or intend to use their mobile phone or tablet device to plan their shopping over the festive season. The study of 500 US consumers by MobPartner into m-commerce usage and attitudes revealed that the most popular functions that US consumers use their mobile devices for whilst holiday shopping are to research products and prices (37%) and to collect coupons and special offers for discounts in-store or online (37%). Significantly, the report found that there was only a marginal usage difference between consumer m-commerce habits on tablets vs. mobile phones.
The study also revealed that 40 % of respondents identified a mobile device as their primary means of researching and comparing prices, ahead of a PC or laptop. Moreover, when it comes to using a mobile phone to compare in-store prices with online prices of the same product, known as ‘showrooming’, a larger number of respondents (55%) admitted having done so at least once.
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