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Mobile Shopping Is A Growing Phenomenon

April 27, 2011: 12:03 PM EST
Marketers take notice: mobile phones are becoming increasingly important as "shopping partners" for consumers and are having a growing impact on how people buy and on what they buy, according to William Rosen of Arc Worldwide. Smartphone use has risen dramatically in recent years with the result that half of adults aged 18 to 64 in the U.S. are active mobile shoppers, using phones to compare products, evaluate prices, and even complete transactions. An Arc Worldwide survey of mobile shoppers found that though heavy-use shoppers comprise only 20 percent of the total, they account for 80 percent of the purchases. Light mobile shoppers with the most growth potential? Those who love their phones but just aren't into shopping yet.
William Rosen , "Soon All Shoppers Will Be Mobile Shoppers", Advertising Age, April 27, 2011, © Crain Communications
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