Is Mobile a True Shopper Aid for This Holiday?
Thursday, October 21st, 2010
A recent release by the NRF and BIGResearch shows anticipated usage of mobile phones as a shopping tool for the holidays by smartphone owners will be significant. More specifically, we see the largest adoption of this behavior by men, higher income households, and younger users.
While smartphone penetration is only at about 23% (comScore July 2010), most predictions show smartphone ownership pass 50% penetration late next year. So, while an app may not be the answer for every brand right now, and “check ins” or “barcode scans” may not be the promotional entry mechanism of choice yet, marketers need to start dabbling in these arenas so when they do reach critical mass, they aren’t just figuring it out then.