Since I’m writing about all these smartphone user studies I might as well throw in
another one from Chadwick Martin Bailey. It takes up a range of questions surrounding shopping an mobile commerce. The data were drawn from an online survey of 1,491 adults during the week of January 20, 2011.
The survey finds more than half of smartphone owners using them during shopping and the number jumps to 67% for those under 35. For iPhone owners the numbers are higher: 72% report they use their devices in-store. In addition, 41% of iPhone owners report making purchases on their devices.
The main things people are doing, according to this survey, are comparing prices, finding stores, seeking deals and reading reviews:
Here are the apps they report using on their smartphones. I’m a little surprised to see barcode scanning at the top:
Among the major platforms more iPhone owners buy things on their phones (if that’s media or apps, it’s because of iTunes):
What are they buying? Here is the hiearchy according to the study:
- Entertainment (music, movies, TV)
- Banking
- Electronics
- Auctions (eBay)
- Travel
- Apparel
- Personal care products
- Apps
- Restaurant/food related
Finally many users express concerns about privacy and/or security with m-commerce and use of apps.