9 out of 10 mobile Internet users have accessed the mobile web while at a store, according to a new study from Yahoo and Nielsen. Furthermore, 51% of those users indicate that they make a purchase after doing research on their mobile device.
Further more, the same study tells us 50% of in-store mobile web activity is related to shopping.
On average, 16% of consumers use their mobile phones for shopping research, while 57% among mobile internet users and 41% among non-mobile Internet users expressed interest in using mobile phones for shopping research in the next 12 months, the study found.
As the population owning such a device is skyrocketing, this is a trend you should defenitely take seriously. Customer relationship management will go through mobile, and especially mobile usage while shopping. A lot of data and research are needed in order to clearly understand how customers use these tools to help them making their decision. But so far, we can see new case studies which show the interest of mobile marketing.