The most popular products purchased on smartphones during the month of September 2011 included digital goods (47%), clothing/accessories (37%), event tickets (35%) and daily deals (34%). Travel products/services such as hotel stays and flight tickets came at 29% and 24% respectively.
Types of Products Purchased by Smartphone Buyers, September 2011 (Total US Mobile Subscribers Ages 18+):
1. Digital purchases (i.e., songs/music, eBooks, ringtones, images, movies, TV shows, etc.): 47% of smartphone buyers
2. Clothing or accessories directly from retailer: 37%
3. Tickets (i.e., concerts, movies, theatrical productions, sporting events, etc.): 35%
4. Daily deals: 34%
5. Gift certificates: 34%
6. Electronics (i.e., television, computer): 32%
7. Food (not grocery) for delivery or pick up (ex., pizza...): 31%
8. Hotel stays: 29%
9. Books (physical copies): 26%
10. Car rentals: 24%
11. Flights: 24%
12. Flowers: 21%
13. Sports/Fitness: 19%
14. Auto: 13%
Analysis of where consumers were located when they purchased products/services on their smartphone found that 56% did so while at home. 42% of consumers made purchases while out of home (i.e. restaurants, parks, etc.) or at work, with 37% making purchases while travelling/commuting. Slightly more than one in three purchasers used their smartphone to make a purchase while in a store, highlighting the increasingly important role mobile is playing in consumers' bricks and mortar retail experience, especially as a tool for real-time price and product comparisons. (comScore, December 2011)
