Nearly 80% of "On-the-Go" Audience Shops on Mobile, 72% Buy Local Deals

Location-based media company JiWire has released a new report detailing the mobile shopping trends among the “on-the-go” audience, which JiWire defines as people using tablets, smartphones or laptops away from their home or workplace. According to the study, 79% of these users are becoming more comfortable making purchases on their mobile devices, even for big ticket items over $1,000.

It also found that these consumers are heavily engaged with local deals services like Groupon and LivingSocial, for example, and had a high demand for tablet computers.

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According to the study, 50% of the on-the-go audience reported being confident making purchases of over $100 and 20% were comfortable with purchases over $500.

They’re also using their phones and mobile devices to do research prior to purchasing an item online (40%) or in the store (31%) at a later date. 20% both researched and purchased the item from their mobile phone.

This statistic is particularly interesting, given the rise in barcode scanning applications on mobile phones, such as those from eBay’s RedLaser, Amazon, Bing, ShopSavvy and others. Big-box retailers have typically hated these apps, because they effectively turn their stores into showrooms where consumers can view or try out their products in real life, before purchasing online. Apparently, that fear is somewhat justified.

Groupon is Hot with On-the-Go Market

This audience is heavily engaged with local deals too, with 72% having purchased. 44% of this group said they purchase local deals once a month, and 62% say they share deals with their friends. The report found that local deals shoppers did not represent the typical early adopter demographic (i.e. young mobile users), but consisted of half of “Gen Xers” aged 45 or older.

High Interest in Tablets

The on-the-go audience, not surprisingly, reported a high level of interest in tablets, with 71% saying they either own or intend to purchase one. The tablets will be used by 71% for both work and personal reasons, while 25% say the tablet will be for personal use. Only 4% say the device will be used solely for work.

More details from this report are available from JiWire’s website.

Photo Credit, barcode scanning: ShopSavvy

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