Web-enabled Mobile Phone Study

Nearly two-thirds of U.S. online consumers own a mobile phone capable of connecting with the Internet

PriceGrabber.com, a part of Experian, explores the latest trends in mobile Internet shopping and purchasing behaviors in its latest Consumer Behavior Report, Mobile Internet Shopping Trends. This report is based on a survey of 3,305 U.S. online consumers with mobile phones, which was conducted from March 10-31, 2009. Survey findings reveal that online consumers have made significant headway in Web-enabled phone adoption and mobile Internet usage.

Web-enabled mobile phone penetration is significant
In PriceGrabber.com’s March 2009 survey, nearly 58 percent of online consumers currently own a mobile phone capable of connecting to the Web. Of the online consumers with Web-enabled phones, 21 percent own a smartphone, 8 percent own an iPhone™, and 29 percent own another type of Web-enabled phone. Forty-two percent of survey respondents said they own a non-Web-enabled phone capable of using voice and text service plans only.

Smartphone purchases have increased since 2006
Web-enabled phones have become increasingly mainstream, and much of this popularity can be attributed to the release of the iPhone. The iPhone, released on June 29, 2007, jump-started mainstream smartphone adoption, with 75 percent more online consumers purchasing their first Web-enabled phone in 2007 compared with 2006. Despite the economic climate, 8 percent of online consumers purchased their first Web-enabled phone in the first quarter of 2009.

Online shoppers are beginning to shop from their phones
The increased popularity of Web-enabled phones in the United States has helped online shoppers become mobile Internet shoppers. One in 10 online consumers said they purchase online from their mobile device, 16 percent compare prices and another 16 percent research product details/specifications. Of the online consumers making purchases from their mobile phones, 58 percent have purchased digital content for their phone, 51 percent have purchased consumer electronics, 37 percent have purchased computers, 36 percent have purchased books, and 31 percent have purchased clothing.

Smartphone and iPhone owners are comfortable using the mobile Internet to make purchases. Fifty-six percent of Apple iPhone owners and 28 percent of smartphone owners already are comparing prices online with their mobile phones. Additionally, 27 percent of iPhone owners and 35 percent of smartphone owners anticipate that they will be comparing prices within two years.

PriceGrabber.com will continue to track mobile Internet shopping trends and shifts in consumer behavior in the coming months. View the full Consumer Behavior Report (pdf).