Some customers preferring to shop using mobiles exclusively

Some consumers prefer to shop using their mobile phones

A small number of mobile consumers prefer to shop using their mobile gadgets than using other ways, according to a new study by Millennial Media and comScore.

The research found that of the 8 percent of mobile subscribers who are also shopping with their devices, 27 percent said they had bought or looked at retail products exclusively through their phones during the last month. Other subscribers had shopped using a combination of mobile, online, and offline means.

Millennial urged marketers to increase their budget for the upcoming holiday shopping season to cater to these exclusive group of mobile customers.

“For advertisers, this means there is a new retail audience that can only be reached through mobile,” the company said in a blog post.

According to the research, mobile retail consumers also tend to be wealthier than the average shopper. Approximately 34 percent of them earn over $100,000 yearly compared to 27 percent of all wireless subscribers.

Topping the list of most popular shopping items are electronic gadgets and clothing, with 30 percent of those surveyed buying items in both categories. Next was food with 26 percent, entertainment and airline tickets with 21 percent apiece, hotel stays and flowers, 19 percent, automotive and tools, 17 percent, sports and fitness, 15 percent, and car rentals with 14 percent.

However, the latest data released on Wednesday by Forrester Research reveals that mobile shopping is only being utilized by a tiny segment of mobile users. Forrester said that only 2 percent of handset owners buy items using their phones at least monthly.

Posted by Melanie Mendoza on Friday September 24 2010, 7:30 AM EST. All trademarks acknowledged. Filed under Featured News, Shopping. Comments and Trackbacks closed. Follow responses: RSS 2.0