Results from a survey conducted during Q1 indicate that 84% of mobile (smartphones and tablets) consumers used their devices to shop during the month prior to the survey, according to new data from Nielsen. Contrary to recent studies showing a higher incidence of mobile shopping among men than women, the Nielsen data suggests that over the past year, women have accounted for a growing share of mobile shoppers, from 44% in Q1 2012 to 50% in Q1 2013. Also changing: the age of the mobile shopper.
(For the purposes of the research, Nielsen’s definition of “mobile shopping” includes a variety of activities on mobile devices, including making purchases, researching products, finding stores, checking prices, writing a review, reading a review, using lists, or commenting about a purchase on a social networking site.)
Breaking down mobile shoppers into 5 age groups, the study reveals that 28% of mobile shoppers were aged 25-34 in Q1, up from 24% the previous year. Coupled with a small increase in share among 18-24-year-olds, that means that slightly more than one-third of mobile shoppers in Q1 2013 were aged 18-34, up from 29% a year earlier. Read the rest at MarketingCharts.