February 15, 2011, 2:57 PM

Mobile shopping behavior varies by product category

Electronics, apparel and home goods shoppers act differently in mobile, report says.

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Consumers shopping for electronics, apparel and home goods on their mobile devices exhibit different shopping behaviors, a new Forrester Research Inc. study finds. The study, “Mobile Technographics: U.S. Online Shoppers,” examined how mobile shoppers in these three product categories research and purchase merchandise and interact with retailers via text messages.

10% of online shoppers have purchased a piece of electronics on an e-commerce site in the past three months, Forrester Research says. Of these shoppers, 15% research electronics products on their mobile device at least once a month and 6% have purchased electronics via their mobile device. 49% have signed up to receive text message alerts from a retailer.

34% of online shoppers have purchased apparel on an e-commerce site in the past three months. Of these shoppers, 8% research apparel products on their mobile device at least once a month and 3% have purchased apparel via their mobile device. 43% have signed up to receive text message alerts from a retailer.

5% of online shoppers have purchased home goods on an e-commerce site in the past three months. Of these shoppers, 9% have done research via mobile and 5% have made purchases. 36% receive text message alerts from retailers.

“Consumers’ spending on products and services via mobile devices, as well as their increasing reliance on them for product research, is intensifying the mobile imperative for retailers,” writes Julie A. Ask, vice president and principal analyst at Forrester Research and author of the report.

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