Results from a survey conducted during Q1 indicate that 84% of mobile (smartphones and tablets) consumers used their devices to shop during the month prior to the survey, according to new data from Nielsen. Contrary to recent studies showing a higher incidence of mobile shopping among men than women, the Nielsen data suggests that over the past year, women have accounted for a growing share of mobile shoppers, from 44% in Q1 2012 to 50% in Q1 2013. Also changing: the age of the mobile shopper.
(For the purposes of the research, Nielsen’s definition of “mobile shopping” includes a variety of activities on mobile devices, including making purchases, researching products, finding stores, checking prices, writing a review, reading a review, using lists, or commenting about a purchase on a social networking site.)
Breaking down mobile shoppers into 5 age groups, the study reveals that 28% of mobile shoppers were aged 25-34 in Q1, up from 24% the previous year. Coupled with a small increase in share among 18-24-year-olds, that means that slightly more than one-third of mobile shoppers in Q1 2013 were aged 18-34, up from 29% a year earlier.
There have also been some shifts in the mobile shopper population when looking at household income levels, although there doesn’t seem to be any linear trend. According to the report, a plurality 38% of mobile shoppers came from households with $50-100k in annual income, but that figure is down from 44% in Q1 2012. The biggest increase came among those with less than $50k in annual household income: that group made up 21% of mobile shoppers in Q1 2013, from 13% in Q1 2012.
The highest income bracket ($150k+) also saw a significant increase in share of mobile shoppers, growing from 7% in Q1 2012 to 13% in Q1 2013.
- More than 1 in 4 mobile shoppers said they make purchases more often using their devices than their PCs.
- While men and women made up an equal share of mobile shoppers, women emerged as being more likely to use their devices for physical purchases than men.