October 29, 2010, 1:32 PM

Younger shoppers flock to the mobile channel

41% of consumers between 18 and 34 have purchased via a mobile phone, study says.

Lead Photo

With the expanding shopping capabilities of smartphones, many shoppers are using their mobile phones to research and buy products—a trend that’s especially strong among young adults, says a new study released this week by Art Technology Group Inc., a provider of mobile commerce and e-commerce technology and services.

The study notes that 41% of consumers in the 18-34 age group have made at least one purchase via a mobile phone, compared with 26% of consumers ages 35-44, 18% of consumers 45-54, and 9% of consumers 55 and over.

The study, which was commissioned by ATG, is based on a July 2010 poll of 1,002 U.S. consumers age 18 and over by online research firm MarketTools.

Among all consumers in the study, 27% said they had used a mobile device for shopping-related activities such as searching for coupons, comparing prices among retail stores, receiving text message promotions, and viewing ratings and reviews. Among consumers 18-34, however, that percentage jumped to 46%, the study says.

Following are the percentages of consumers in the 18-34 age group in the study who said they have used a mobile device to:

● Compare pricing among retail stores, 20%

● Search for coupons, 19%

● Seek customer or expert ratings and reviews while in a store, 12%

● Browse through a merchant’s products on a mobile site or app, 12%

● Find a store with GPS, 10%

● Use a mobile bar code to learn more about products, 9%

● Receive text-messages about product promotions, 8%

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