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Retail becomes fastest-growing mobile category

November 28, 2011 | Online Marketing

Mobile content tied to services like travel, dining and movies - more established mobile categories - is still on an uptick, but online retail experienced the largest increase vs. 2010, with 95% growth in the number of subscribers accessing this content year-over-year in September 2011.

As smartphones become more mainstream, mobile is becoming more pervasive in all aspects of consumers’ lives. And online shopping is quickly becoming a popular activity.

Mobile content tied to services like travel, dining and movies—more established mobile categories—is still on an uptick, but online retail experienced the largest increase vs. 2010, with 95% growth in the number of subscribers accessing this content year-over-year in September 2011, according to comScore. That works out to 21.2 million mobile users, 17% of whom accessed mobile retail sites almost daily. Twenty-eight percent did so at least once a week while 55% reported one to three times per month.

Among those surveyed by comScore, the leading mobile retail activity was finding a store location, performed by 33%. Twenty-one percent compared product prices and 20% looked for coupons or deals. Smartphone users in a Hipcricket survey followed a similar pattern, but with higher involvement. Nearly half had researched prices on a retailer’s mobile site and more than a third had looked for coupons and promotions.

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