InMobi, the world’s largest independent mobile ad network, announces the results of a study on mobile consumers’ Black Friday and Cyber Monday shopping intentions. The Holiday Mobile Shopping Study* finds that 2011 will be the biggest yet, with an estimated 60 million mobile users planning to utilize their devices for shopping during the upcoming holiday weekend, over 21 million (36%) with the intention to make purchases directly from their mobile handset.
The study uncovers that during Cyber Monday—traditionally dedicated to online shopping—a staggering 42% of mobile shoppers plan to use mobile devices to shop or research sales while on the move.
Commenting on the findings, Anne Frisbie, VP & Managing Director, North America, InMobi, said: “The study highlights that mobile is cannibalizing desktop shopping and shows that mobile devices will be a critical tool in all facets of shopping this holiday season. It will be ubiquitous both in the store and online, and successful brands and advertisers have a tremendous opportunity to differentiate themselves by creating an exceptional mobile experience.”
Key highlights from the study include:
– Price comparison shopping on mobile devices will more than double to 45%, up from 22% in 2010
– 29% of mobile users will use mobile devices to learn about new products or services, and 27% will use their phone when making a purchasing decision
– 15% of shoppers will use their mobile device to make a purchase on their device while in a store
The study questioned mobile users on the types of information that they are likely to research from their mobile devices during the holiday weekend. (continued)