Motorola survey finds cell phones aid shopping habits

NEW YORK More than half (51%) of consumers across 11 countries used their mobile phones for such in-store activities as comparison shopping and getting peer feedback, product information and coupons, according to a recent Motorola study.

According to the study, the usage and impact of mobile shopping technologies exploded during the 2009 holiday shopping season. The survey identified that 64% of Gen Y (ages 18 to 34 years) shoppers used their mobile phones for in-store shopping-related activities during the holiday season.

"With nearly seven in 10 surveyed holiday shoppers either reporting flat or declining budgets, retailers vying for finite shopper dollars need to provide a seamless customer experience," stated Frank Riso, senior director of retail solutions, Motorola. "By utilizing mobile technologies, consumers have become empowered, better informed and more critical shoppers. Retailers need to establish near-term strategies to provide product information, stock availability, discounts and coupons directly to shoppers to help them to remain competitive."

Reflective of the tight economic climate, surveyed shoppers sought more coupons and discounts in 2009 with 39% willing to abandon purchases if coupons and discounts were unavailable.