For the second year running, Houston heads the list of US cities with the most adept mobile shoppers, finds the IAB [PDF] in an analysis of Prosper Mobile Insights data. Using an index of 100 as a baseline, Houston indexes at 119.6, with Seattle-Tacoma second (113.8) and the San Francisco Bay Area third (112.4). Los Angeles (110.8) and New York City (107.7) round out the top 5, as data from “Mobile Shoppers: Growing Adoption Shifts Shopping Landscape” reveals.
To measure savviness, the researchers constructed an index on four key data points: ownership of a smart mobile device; propensity to be influenced by mobile coupons; ownership of a mobile retail application; and ownership of a mobile social media app (included, with a lower weighting, as a measure for sharing shopping and other information). Read the rest at MarketingCharts.