As mobile increasingly becomes a keystone in the holiday campaigns of brand marketers, the Interactive Advertising Bureau (IAB) and its Mobile Marketing Center of Excellence, in partnership with Prosper Mobile Insights, released its second annual “Mobile Shoppers” study. With Black Friday and Cyber Monday around the corner, the study reveals the exclusive IAB list of the most mobile shopping savvy cities in the U.S., with Houston claiming the top spot for the second year in a row. In addition, the report looks at how and where consumers access mobile devices, and how retail apps and digital coupons strongly influence what consumers buy and where they buy.
Houston’s number one ranking, driven by its mobile shopping versatility and dexterity, is closely followed by Seattle-Tacoma, which catapulted to the second spot from its number ten perch in 2011, followed by San Francisco, which is new to the top ten list. Among other notable changes, Boston made its debut in the top ten, while New York and Atlanta both saw slight declines. In comparison, Los Angeles and Chicago held steady in their rankings between this year and last.
The complete “2012 IAB U.S. Mobile Shopping Savvy Cities Index”:
1. Houston
2. Seattle-Tacoma
3. San Francisco
4. Los Angeles
5. New York City
6. Atlanta
7. Chicago
8. Dallas-Ft. Worth
9. Boston
10. Philadelphia
11. Washington, D.C.
12. Detroit
13. Tampa-St. Petersburg
14. Phoenix
15. Minneapolis-St. Paul
The rankings were determined by reviewing data about mobile usage patterns, as well as the frequency of usage among mobile-savvy shoppers across major U.S. cities. For research and survey purposes, “mobile shopping” refers both to completing purchases via a phone or tablet, as well as to using a phone or tablet to research or shop for products that are later purchased in physical retail locations or online.
“Mobile is a growing digital retail platform that provides consumers with incredibly valuable, timely and convenient information touchpoints for product research and purchasing,” said Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB. “Identifying mobile shoppers and delivering relevant consumer messages to them on the go, as they shop, represents a key opportunity for brand marketers.”
“Determining which cities are more receptive to mobile can be a critical component in driving successful campaigns that reach audiences in the palms of their hands,” said Pam Goodfellow, Consumer Insights Director, Prosper Mobile Insights. “Whether planning for a last-minute holiday push or looking to mobile platforms for other advertising opportunities, this sort of regional intelligence can make or break a marketer’s efforts.”
Some of the other findings explored in the report:
More than 80 percent of smartphone owners have accessed retailer websites or apps on their device
Sixty-eight percent of Americans owned a smart mobile device (smartphone, tablet, or eReader) in 2012, up strongly from 57 percent in 2011
Nearly half of U.S. consumers say they have a QR code (barcode) reader app on their mobile device
Smartphone shoppers are evenly split between males and females and tend to be younger than users who are desktop-based retail shoppers
Over half of smartphone owners, and nearly 30 percent of tablet owners, have used their devices in a store in the past three months
