October 6, 2010, 2:55 PM

Halloween shoppers show no fear of m-commerce

29% of Halloween online shoppers are using their mobile phones.

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29% of U.S. adults shopping online for Halloween are using their mobile phones, looking for everything from candy to costumes for the upcoming Halloween holiday, according to a new Internet Retailer-exclusive survey.

16% of the 2,001 U.S. adults surveyed in late September had already used mobile commerce sites or apps to locate a store, 14% to look up product information, 13% to compare prices and 8% to check product availability. 6% responded to a mobile ad from a retailer, and 5% completed a purchase, says the Internet Retailer Holiday Shopping Survey conducted by Lightspeed Research.

“Although it might apply a bit less to a Halloween costume that would be worn only once versus a shirt that would be kept around for a while, many consumers are still reluctant to make online or mobile purchases on clothing or other items that they can’t touch and try on before purchasing,” says Tom Nawara, vice president of digital strategy and design at Acquity Group, a digital marketing firm that specializes in e-commerce and m-commerce. “However, I think it’s a good sign that almost a third of those polled are using mobile devices to shop for Halloween items this season. Some of that can be attributed to both Halloween shoppers and mobile users skewing a bit younger, but I believe it’s an overall trend that will continue as mobile commerce options expand.”

However, mobile shoppers age 35-54 edged out younger consumers in two survey categories. 15% of mobile shoppers age 35-54 used their mobile devices to compare prices; 18-34, 14%, and 55 or older, 4%. And 7% of mobile shoppers age 35-54 completed a purchase; 18-34, 4%, and 55 or older, 3%.

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