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IAB Reveals a Week in the Life of a Mobile Phone Shopper

Shopping via a mobile phone isn’t an everyday experience for most people, but already we can see patterns forming around the how, the why and the when.

Last month, IAB asked a group of mobile shoppers to keep a diary of their activity in a two week period. Here are some of the things they found out:

Home Usage

Here we see that almost half of all e-commerce interactions happened at home. They found that purchasing peaked in the late afternoon, early evening. 49% said they shopped while watching TV.

The dollar amounts aren’t too impressive, only 38% reported spending more than $21 a month. Most of the purchases were digital downloads with clothing and entertainment items coming in second.

Out and About

Only 29% used their mobile phone to shop while they were out, but 73% used their phones while they were shopping in a brick and mortar store. 34% used their phone to look up a price and 53% abandoned their purchase because of what they found. A few abandoned the purchase because they saw a bad review but most were lured away by a lower price – the downside of mobile commerce.

The good news is that 70% said they saw mobile as as more of an “invitation” than an “invasion.” They do not want ads to take them straight to check-out. They want to be taken to a page with additional options. 30% said they’d like to pay with mobile then pick the item up at the store.

Overall, the IAB Mobile Phone Shopping Diaries shows that consumers see mobile shopping as a way of getting the best price with the least amount of effort. They want information and options and in return they’ll allow you to use their geo-location to target them and their phone to contact them. Sounds like a good deal to me.