The Rise of Mobile & Digital
An interesting study on shopper behavior was conducted by The Integer Group and M/A/R/C Research that shows smartphones now account for two-thirds of the U.S. mobile market, and across various demographics, people are increasingly using their phones to shop. Here's what they found out:
The use of mobile phones for shopping isn’t showing any signs of slowing down. In fact, it might only be getting started. 2014 witnessed a 6% YOY increase—compared to 4% YOY in 2013—in shoppers who make purchases on their mobile devices.
Increased mobile purchasing by Hispanics (+11% YOY), Asian-Americans (+10% YOY), and the 15–34 and 35–49 age brackets (+10% and +12% YOY, respectively) were largely responsible for these increases.
Conversely, mobile purchasing appears to have plateaued among the youngest (18–24) and oldest (65+) cohorts, with a similarly minimal increase among Caucasians.
Download the full report at:
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