Mobile Retail Users Skew Young, Rich

June 7, 2011

millenial-media-mobile-retail-users-by-age-jun11.gifMobile retail users skew younger and wealthier than the general mobile audience, according to [sign-in] a report released by Millennial Media and comScore in June 2011. Data from “Mobile Intel Series: Retail” indicates the highest percentage of mobile retail users, 36%, are between the ages of 25-34.

Mobile Retail Audience Has 61% More Members Younger than 35

In addition, 22% of mobile retail users are 18-24, and 5% are 13-17. In total, almost two-thirds (63%) of mobile retail users are younger than 35. In contrast, 18% of the general mobile audience in 25-34 (half the percentage of mobile retail users in this age bracket), 13% are 18-24, and a slightly higher 8% are 13-17. However, this still adds up to only about four in 10 general mobile audience members (39%) being younger than 35, meaning the mobile retail audience has a share of this age demographic 61% larger.

Mobile Retail Users More Affluent

millenial-media-mobile-retail-users-by-income-jun11.gifIn addition to being younger than the general mobile audience, mobile retail users also tend to be more affluent. Thirty-four percent of mobile retail users earn $100,000 or more annually, 26% more than the 27% of overall mobile users in this income bracket. In addition, 18% of mobile users earn $75,000 to $99,000 20% more than the 15% of overall mobile users who do so.

About the same percentage of mobile retail users (21%) as overall mobile users (20%) earns $50,000 to $74,000. Below this income bracket, overall mobile users have a larger share.

Mobile Phone Leading Mobile Retail Interface

millenial-media-mobile-audience-access-method-jun11.gifIn total, 13.1 million consumers perform mobile retail. Of those, almost 63% (8.2 million) use their mobile browser. Another 32% (4.2 million) use SMS text messaging, while 24% (3.2 million) use an app. Some users employ more than one interface.

Mobile’s Biggest Retail Use is Determining Need

millennial-mobile-purchase-process-june-2011.JPGThe most popular retail use for mobile devices is to help determine if a product is needed, cited by 52% of mobile retail users (more than one answer permitted). Another 42% use mobile devices for research to help decide which products fulfill a need.

Actual purchasing is the third-most-popular retail use for mobile devices (38%), followed by comparison shopping for a specific product (29%) and post-purchase evaluation (12%).

1 in 5 Have Made Mobile Purchase in Last 30 Days

millennial-m-commerce-purchase-june-2011.JPGMobile users are not only using their devices to research their purchases; they are also using their mobile phones to complete the transaction, either by driving foot traffic into brick-and-mortar locations or via m-commerce. Specifically, 21% of respondents to a 2010 Millennial Media/comScore survey said they had made a retail purchase using their mobile phone via a mobile browser or a mobile application in the past 30 days, with the vast majority using a browser. This does not include the purchase of applications from app stores.

Compete: Groceries Top Item for Mobile Payment

Consumers are most likely to pay for groceries at the supermarket using a near field communication (NFC)-equipped mobile phone rather than a credit or debit card, according to data collected by Compete in Q1 2011. Twenty-five percent of consumers said they would be likely to buy groceries via mobile phone.

The second-most-popular item for mobile purchase was clothes at the retailer (21%), closely followed by paying a phone bill at a local wireless store (20%) and coffee at a local coffee shop (19%). Tied at 14% were a sofa at a furniture store and a taxi ride.

About the Data: Data was collected by Millennial Media across 67 billion mobile impressions in 250 countries and territories during Q1 2011 and is also from three surveys conducted by comScore in Q2 2010.

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