December 27, 2012, 9:26 AM

Most smartphone owners plan more mobile shopping in the years ahead

They’re engaging in m-commerce on the go and at home and work, a study finds.

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63% of smartphone owners expect to be doing more shopping on their phones in the next couple of years, a new study finds. What’s more, 51% of smartphone owners feel very comfortable making a purchase from their smartphone while 39% feel somewhat comfortable—only 10% say they feel uncomfortable making a purchase from their phone, finds a survey of 909 smartphone owners, ages 20-59, from the U.S. and the U.K., by web and mobile research firm Latitude. 65% of the smartphone owners also own tablets.

Smartphone owners use their devices to engage in mobile commerce not just when they are on the go but when they are at home, as well, the study finds. And smartphone owners who also own tablets are even more likely to shop via smartphone from various places, the study reveals. Following is the location where a mobile device is being used to shop, the percentage of smartphone owners using smartphones to shop at that location, the percentage of smartphone and tablet owners using smartphones to shop at that location, and the percentage of smartphone and tablet owners using tablets to shop at that location:

  • Home, 77%, 62%, 87%.
  • Watching TV, 59%, 60%, 77%.
  • On the go, 51%, 66%, 26%.
  • Commuting/traveling, 45%, 68%, 42%.
  • In a store, 36%, 65%, 21%.
  • Work, 35%, 57%, 32%.

25% of smartphone owners and 37% of smartphone and tablet owners say they tend to buy more online or via mobile than they would in a store, the study finds. Of consumers with access to a desktop or laptop PC, a smartphone, a tablet, and stores, who were asked to pick their two favorite ways of shopping, 58% chose a desktop or laptop, 47% a smartphone, 42% a tablet, and 15% a store.

“As smartphones become a shopping cornerstone to more and more consumers, expectations about the range of functions that these devices can deliver will grow,” Latitude says. “The virtual shopping experiences that offer real value are likely to be those that approximate what physical retail does best: deliver a sense of immersion, gauge whether items fit with me personally, and afford opportunities to be social. Offerings like augmented reality virtual dressing rooms designed for mobile, as well as 3-D catalogs, are just the beginning as physical and digital realities become more enmeshed.”

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