September 1, 2010, 12:00 AM

As consumers shop on phones, they may need a nudge to buy something

Studies show that, while many consumers have used their mobile phones to make purchases and compare prices, many shy away from completing a purchase through phones because it’s too difficult. Mobile gift guides can help, another report says.

Bill Siwicki

Managing Editor, Mobile Commerce

With web-connected smartphones becoming common, consumers are shopping and buying on the mobile web as well as using their phones to compare prices while in stores, recent studies show.

15% of consumers have used their mobile devices to make purchases, and nearly 25% have used them to compare prices while in a store, according to a study of 3,611 U.S. adults by research, consulting and technology firm SmartRevenue.

The study, conducted on behalf of technology vendors Sterling Commerce and Demandware Inc., also found that 20% of consumers use their phones to create shopping lists, and 67% say they're interested in using their phones to scan and purchase store items to avoid a checkout line.

Another study, by comparison shopping engine PriceGrabber.com, found that, while more than a third of U.S. mobile consumers will use their phones to help shop during this year's holiday season, many won't complete a purchase through their phones. Among the reasons: 32% say the mobile purchase process takes too long; 19% say products are too hard to find.

A report from e-commerce technology provider MarketLive, "Mobile Marketing for the Holidays," suggests that retailers can win over more mobile buyers with features like mobile gift guides that help mobile shoppers quickly find and buy what they need.

bill@verticalwebmedia.com

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