Nielsen: Mobile Devices Empower Today’s Shoppers In-Store and Online

Posted by IAB Australia On December 04, 2012 Research & Resources

With 2012 marking the first holiday shopping season where the majority of mobile subscribers own smartphones, today’s shoppers are better equipped than ever to find the best deals and get feedback about products on their shopping lists—anytime, anywhere. From pre-purchase research, to sharing an exciting find with friends, new data from Nielsen shows that smartphone and tablet owners are embracing their devices to make the most of their shopping experience.

It’s no secret smartphone owners bring their handsets just about everywhere they go, and Nielsen found that mobile shoppers like to use their devices for in-store activities. In fact, 78 percent of mobile shoppers say they’ve used their smartphone to find a store, and another 63 percent have checked prices online while shopping. Overall, smartphone owners are three times more likely to use their handset for some in-store activities, like claiming mobile coupons (39%) or using shopping lists (40%), compared to tablet owners.

IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.