Separate research from mobile ad firm Mojiva, released in November, found that smart phone owners found price comparison information the most helpful for holiday shopping on their phone, at 67%, followed closely by information about sales and coupons (64%). A comparatively low 30% said their phone would be most helpful for actually buying products.
But Mojiva did find smartphone owners were more open to making a wide variety of actual purchases using their phones. The most common purchase category considered was electronics, at 60%—up 9 percentage points over 2011. Likelihood of buying in every category except charitable donations increased year over year. Read the rest at eMarketer.