November 12, 2010, 3:39 PM

More holiday shoppers will turn to mobile phones this year for product info

A Deloitte survey also finds that online comparison shopping is important to consumers.

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56% of consumers who will use their mobile phones for holiday shopping plan to use them to research prices this year, up from 45% last year, according to a survey from consulting and accounting firm Deloitte LLP.

The company’s 25th Annual Holiday Survey also found that 39% of consumers who will use mobile phones for shopping will read reviews on the devices, up from 25% last year. Deloitte based its findings on a survey of 12,418 consumers conducted between Sept. 23 and Oct. 10. Deloitte says that roughly one of five respondents plan to use their mobile phones for holiday shopping this year, nearly the same as the figure for last year.

46% of shoppers using mobile phones for holiday shopping will use them to obtain product information, up from 40% last year. 39% will use mobile phones to read product reviews, up from 25% last year. 38% will check to see if a particular store stocks a product; the survey did not ask that question last  year.

More generally, the survey also asked consumers to name the most significant shopping changes in their lifetimes. 46% said the ability to comparison shop online, which has made them smarter about prices. 37% said shopping is easier because they can now to shop both online and in stores. And 25% named the ability to read online product recommendations.

“Respondents appear to value consumer technologies that provide convenience, simplicity and access to information to empower them as shoppers,” says Alison Paul, vice chairman and retail sector leader for Deloitte. “Today’s connected consumer is a precise and demanding consumer.”

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