Are smartphones changing how Americans shop from home?

While much has been made about smartphone users’ ability to shop on the go, most mobile shopping research is being done at home, according to a study from the Local Search Association (LSA). The survey of just over 1,100 U.S. adults found that of those saying that they used mobile devices “at least some of the time” to help make purchase decisions, 56 percent were conducting that research mostly at home. That was followed by “out and about,” 28 percent; “in the store,” nine percent; “at work,” five percent; and “in the car,” three percent. These findings around home shopping use indicate that smartphones are either replacing or supplementing home use of tablets and PCs for shopping. The LSA survey found the at-home shopping behavior was more prevalent among 18-24-year-olds and those aged 65 and older. A Nielsen survey of more than 3,700 mobile device owners taken in the fourth quarter found the most common shopping activity undertaken by both smartphone and tablet shoppers is researching an item before purchasing it (72 percent and 66 percent having done so in the prior 30 days, respectively). The second-most common action, checking the price of an item, was shared by both smartphone and tablet shoppers (70 percent and 57 percent, respectively). [caption id="attachment_53481" align="alignnone" width="640"] Source: MarketingCharts.com[/caption] Given their mobile nature, smartphone shoppers were much more likely to use a store locator, mobile coupon or lists while shopping. Smartphones were only slightly more likely to be used to read a review of an item (53 percent and 51 percent); and purchase an item (40 percent to 37 percent.) A Pew Research Center survey from last fall found 68 percent of U.S. adults owned a smartphone while 45 percent had a tablet. Smartphone ownership is nearing the saturation point with some groups: 86 percent of those ages 18-29 have a smartphone, as do 83 percent of those ages 30-49 and 87 percent of those living in households earning $75,000 and up annually.

• Study: 56 percent of Mobile Shopping Research Happening at Home - Local Search Association
• Mobile Shopping Research Most Often Takes Place At Home - MarketingCharts
• What Are The Most Important Factors For Mobile Shoppers? - MarketingCharts
• Shop 'Til They Drop… Or At Least Until Their Thumbs Hurt: Getting To Know The Mobile Shopper - Nielsen
• Technology Device Ownership: 2015 - Pew Research Center