The Mobile Marketing Association (MMA) and its official research partner, Luth Research, released the October 2010 U.S. Mobile Consumer Briefing, which is MMA’s monthly survey of U.S. adult mobile phone users about their mobile marketing behaviors and opinions.
The survey found that 59% of mobile consumers plan to use their mobile phone for holiday shopping and planning holiday celebrations — that’s without including making phone calls. Some other findings from the report include:
- Asians, Hispanics and adults ages 25-34 are the demographic groups most likely to use their phone for holiday shopping and celebration planning.
- 13% of mobile holiday shoppers expect to use their phone to purchase or pay for gifts.
- Searching for locations where a gift is sold, and comparing prices, are the two most common holiday-related tasks that mobile holiday shoppers anticipate using their mobile phone for.
- Movies, music, consumer electronics and books are the top gift types that mobile holiday shoppers thought would be helpful to shop for using their mobiles.
- Among mobile holiday shoppers, Hispanics and Asians were more likely to think that toys or games would be helpful to shop for with a mobile phone.
- 64% of mobile holiday shoppers expect to use their mobile phone before going to a store, and 12% anticipate using their device to respond to a TV, billboard or newspaper ad.
And that’s about all that’s released for the general public. The full report is available to the MMA’s members, only.