October 15, 2010, 2:59 PM

Mobile shoppers are buying movies, clothing and more, Adobe survey finds

43% have purchased movies, music and games—physical goods, not digital.

Bill Siwicki

Managing Editor, Mobile Commerce

Lead Photo

43% of mobile phone owners have purchased movies, music and games—“shrink-wrapped” physical goods, not digital products—via their phones between March and August, finds the Adobe Mobile Experience Survey. 38%, however, made no mobile purchases in the same time period.

The survey, conducted by research firm Keynote Services for technology provider Adobe Systems Inc., also finds that 30% of mobile phone owners purchased clothing, shoes or jewelry; 28%, electronics; 26%, books, magazines or newspapers; 20%, grocery, health or beauty; 20%, computers or office; 16%, sports or outdoors; 16%, toys, babies or kids; and 13% home, garden or pets.

Notably, two-thirds of mobile consumers say they prefer the mobile web over mobile apps for shopping. This is good news for the vast majority of retailers in mobile commerce who have started out with m-commerce sites rather than apps.

“As cell phones get smarter, people are using them less to make calls and more to text, shop, read news, play games, engage with social networks and perform routine tasks,” Adobe writes in the survey report. “As the pace of smartphone adoption quickens globally, businesses have to be invested in the channel and move beyond the planning stages to start executing and gain some learnings on how users are interacting with the mobile channel.”

Keynote Services surveyed 1,200 U.S. mobile phone users across a wide range of age groups between Aug. 25 and Aug. 30. Respondents skew female and young, and high on smartphone adoption.


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