New Report Examines Trends in Mobile Engagement

Mobile Insights for Retail Brands, a new study produced by Millennial Media and comScore, reveals trends in how consumers are using smartphones and tablets to engage with retailers -- and how brands are developing advertising campaigns to reach shoppers on their indispensable devices.

Below are some of the highlights from the report:
  • Consumers now spend more time engaging with retail sites via smartphone and tablet (51 percent) than via desktops computers.
  • 48 percent use Android smartphones; 45 percent are iPhone users
  • When in-store, men and women are both using their smartphones to look for product information, but go about it in di?erent ways. Women are a third more likely to engage in social behaviors, such as texting a friend or family member about a product, while men are two-thirds more likely to scan a barcode or compare product prices
  • Clothing and accessories purchases lead all retail verticals, with 39 percent of survey participants buying apparel via smartphone and 54 percent shopping for new duds on their tablets
  • 43 percent of women use their smartphones in store to look for coupons
The full report, including Top 10 Action Items for Retailers, is available here.
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