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Update: Digby’s Localpoint solution is now Phunware Location Marketing. It’s designed from the ground up to be a mobile marketer’s best friend by transforming your app into a customer engagement launchpad. Find out more about Digby and Location Marketing.

Mobile Commerce and Engagement Statistics

  • 56% of American adults are now smartphone owners. (Source: Pew Internet & American Life Project, 2013)
  • 75 percent of Americans bring their phones to the bathroom. (Source: Digiday, 2013)
  • Mobile now accounts for 12 percent of Americans’ media consumption time, triple its share in 2009. (Source: Digiday, 2013)
  • 27% of companies worldwide planned to implement location-based marketing in 2013. (Source: Econsultancy, 2013)
  • Of the 70 percent of shoppers who used a mobile phone while in a retail store during the holidays, 62 percent accessed that store’s site or app and only 37 percent of respondents accessed a competitor’s site or app.. (Source: ForeSee, 2013)
  • Retailers’ apps with store mode gather five times more engagement. (Source: Point Inside, 2013)
  • Last year, only 12% of consumers bought anything through social media. (Source: PwC, 2013)
  • By the end of 2013, there will be more mobile devices on Earth than people. (Source: Cisco, 2013)
  • 46% of showrooming shoppers still ended up making a purchase in-store, an 11-point increase from 2011. (Source: Pew, 2013)
  • The number of US mobile coupon users will rise from 12.3 million in 2010 to 53.2 million in 2014, driven by the rapid adoption of smartphones. (Source: eMarketer, 2013)
  • Retailers’ apps take up the most of consumers’ time at 27%, followed by online marketplace at 20%, purchase assistant at 17%, price comparison at 14%, and daily deals at 13%. (Source: AdMedia Partners, 2013)
  • Consumers spent six times as much time in retailers’ apps in December compared to a year earlier. (Source: Flurry, 2013)
  • 25% of international media and marketing executives see mobile as the most disruptive force in their industry. (Source: AdMedia Partners, 2013)
  • 65% of U.S. shoppers research products and services on a PC and make a purchase in-store. (Source: Cisco, 2013)
  • 54% use or would like to use digital touchscreens in-store. (Source: Cisco, 2013)
  • 48% use or would like to use a smartphone to shop while in-store or on the go. (Source: Cisco, 2013)
  • 80% of smartphone owners want more mobile-optimized product information while they’re shopping in stores. (Source: Moosylvania, 2013)
  • Nearly 50% of shoppers believe they are better informed than store associates. (Source: Motorola, 2013)
  • Mobile and desktop usage could achieve parity inside a couple of years if both maintain a consistent trajectory. (Source: eMarketer, 2012)
  • 40% of shoppers consult 3 or more channels before purchase, compared to 10% in 2002. (Source: Conlumino and Webloyalty, 2012)
  • 43% of U.S. adults have participated in showrooming. (Source: Harris Poll, 2012)
  • One-in-five consumers are now showrooming. (Source: Aprimo/Teradata and Forrester Research, 2012)
  • Within five years, half of today’s smartphone users will be using mobile wallets as their preferred payments method. (Source: Carlisle & Gallagher Consulting Group, 2012)
  • Time spent with mobile apps starting to challenge television: consumers are spending 127 minutes per day in mobile apps–up 35 percent from 94 minutes a day in the same time last year–and spend 168 minutes watching television per day. (Source: Flurry, 2012)
  • 24% of consumers used a mobile device to visit a retailer’s site over Thanksgiving & Black Friday up from 14.3% in 2011. (Source: IBM, 2012)
  • Cyber Monday sales up 30% and mobile sales up 96% since 2011. (Source: National Retail Federation, 2012)
  • Holiday sales expected to reach $54.47 billion, up 16.8% over 2011 levels. (Source: eMarketer, 2012)
  • Mobile searches related to restaurants have a conversion rate of 90% with 64% converting within the hour. (Source: xAd and Telemetrics, 2012)
  • 4 out of 5 consumers use smartphones to shop. (Source: comScore, 2012)
  • Mobile Marketing Association study finds mobile ads should account for 7% of marketing budgets. The space is currently seeing spends around 1%. (Source: Marketing Evolution, 2012)
  • Mobile messaging ad spend will reach $7.4bn by 2017, driven by a surge in location-based services. (Source: Juniper Research, 2012)
  • 74% of U.S. consumers use location based services on their smartphone and 46% of mobile phone users use location based services. (Source: Pew Internet & American Life Project, 2012)
  • 68% of men are likely to make purchases thanks to mobile ads, whereas 58% of women are likely to to make a purchase. Further, men are more likely than women to redeem mobile coupons (35% vs. 27%). (Source: Mobile Advertising Survey, 2012)
  • 64% of survey respondents who have smartphones have made a mobile purchase after seeing a mobile ad but nearly three-quarters (74%) haven’t received mobile ads from their favorite brands (Source: Mobile Advertising Survey, 2012)
  • 54% of US & Canadian consumers would consider ending their loyalty relationships if they were not given tailor-made, relevant content & offers (Source: CMO Council, 2012)
  • 25 percent of consumers engage in online shopping only via mobile (Source: Prosper Mobile Insights, 2012)
  • 3 in 5 Mobile Users Pay Attention to Mobile Ads While Visiting Social Media Sites (Source: Prosper Mobile Insights™, 2012)
  • The “mobile influence factor” (or effect of smartphones on in-store sales) on retail purchases will increase to $689 billion (or 19% of total store sales) by 2016 (Source: Deloitte, 2012)
  • 55% of mobile owners access mobile web (Source: Pew Research Center, 2012)
  • 29% of mobile users are open to scanning a mobile tag to get coupons (Source: Microsoft Tag, 2012)
  • By 2014, mobile internet is predicted to take over desktop internet usage (Source: Microsoft Tag, 2012)
  • 57 percent of consumers will not recommend a business with a poorly designed mobile site. Similarly, 40 percent of consumers will go to a competitor’s site after a bad mobile experience (Source: Compuware, 2012)

  • Worldwide mobile payment transactions will surpass $171.5 billion in 2012, up 62% from $106 million last year (Source: Gartner, 2012)
  • 64% of smartphone owners are now using their mobile devices to shop online (Source: eDigitalResearch and Portaltech Reply, 2012)

  • Mobile coupons are most popular at grocery stores, (41% of mobile shoppers said they used coupons there), department stores (41%), and clothing stores (39%). At electronics stores, the majority (73%) read reviews, compare prices (71%), and scan QR codes (57%) (Source: Nielsen, 2012)
  • 74% of smartphone owners used their devices to get directions and other location-related information as of February 2012 — up from 55% last May (Source: Pew Research Center, 2012)
  • 25% of smartphone owners say they have purchased something on their mobile devices in the past week, while 60% have purchased online and 87% in physical stores. (Source: Wave Collapse, 2012)
  • 54% of people who use their smartphones in the store are looking up other local stores’ pricing, while 53% are looking for online pricing. (Source: Wave Collapse, 2012)
  • 93% of people who use apps in stores have bought something at a physical location in the last week, compared to 84% of non-users of shopping apps who have made a retail purchase. (Source: Wave Collapse, 2012)
  • 44% of advanced device owners are looking for coupon opportunities on the devices and 17% have already purchased a product via mobile platforms (Source: GfK,2012)
  • 50% of smartphone shoppers use a GPS/mapping app to find a retail location; 44% access the site of a retailer where they typically shop; 34% downloaded a retailer’s app; and an equal number (24%) search for a coupon to use at checkout or use a barcode-scanning app to comparison shop (Source: Nielsen, 2012)
  • Nearly 116 million Americans will use a smartphone at least monthly by the end of this year, up from 93.1 million in 2011. By 2013, they will represent over half of all mobile phone users, and by 2016, nearly three in five consumers will have a smartphone (Source: eMarketer, 2012)
  • 64% of affluent app users say they view brands with mobile apps more favorably (Source: Luxury Institute, 2012)
  • 19% of the world’s 6 billion mobile users are already using location based services, with 62% aspiring to do so in the future (Source:TNS Mobile Life Study 2012)

  • Mobile search will generate 27.8 billion more queries than desktop search by 2016 (Source: BIA/Kelsey report, 2012)
  • eMarketer estimates that there will be 115.8 million smartphone users in the US by the end of 2012, with that number growing to 176.3 million by 2015 (Source: eMarketer, 2012)
  • 47% of smartphone owners rely on smartphones to find out more information about a product and 36% use their phones to read product reviews on retail websites (Source: Leo J. Shapiro and Associates, 2012)
  • 66% of US smartphone owners use their phone to aid in shopping (Source: Leo J. Shapiro and Associates, 2012)
  • 47% of consumers confirm they use their smartphone to search for local information, such as information about a local store they want to visit. 46% of consumers look up prices on a store’s mobile site, and 42% check inventory prior to shopping in the store (Source: Local and the e-tailing group, 2012)
  • Nearly two of three shoppers use at least one device to research and purchase while shopping, and 28% use two devices at a time. More than one in three shoppers made at least one purchase with their mobile devices during the past six months, and tablet shoppers have an even higher propensity to make a purchase on the device, with one in four having purchased six times or more in the past six months (Source: Local and the e-tailing group, 2012)
  • The number of US mobile phone owners who have used 2D barcodes in the past 3 months increased from 1% in 2010 to 5% in 2011 and reached 15% among smartphone users (Source: Forrester, 2011)
  • 62% of shoppers search for deals digitally for at least half of their shopping trips (Source:GMA/Booz & Company Shopper Survey)
  • 50% of U.S. cellphone users have smartphones (Source: Nielsen, 2012)
  • 66% of Americans ages 24-35 own a smartphone (Source: Nielsen, 2012)


  • 52% of adult cell phone owners use their devices while in a store to get help with purchasing decisions (Source: Pew American & Internet Life Project, 2012)
  • 1.2 billion apps were downloaded during the holiday week between December 25-31 (Source: Flurry, 2011)
  • On Cyber Monday, 10.8% of people used a mobile device to visit a retailer’s site, up from 3.9% in 2010. Additionally, mobile sales grew dramatically, reaching 6.6% on Cyber Monday versus 2.3% in 2010 (Source: IBM’s fourth annual Cyber Monday Benchmark, 2011)



  • As of 7pm ET on Black Friday, the number of consumers using a mobile device to visit a retailer’s site was holding firm at 17.04% (Source: IBM Smarter Commerce, 2011)
  • As of 7pm ET on Black Friday,the number of consumers using their mobile device to make a purchase was holding steady at 9.51% (Source: IBM Smarter Commerce, 2011)
  • For Black Friday sales, iPhone continued to lead all mobile device traffic at 6.58 %, followed by Android at 5.20% and iPad at 4.71% (Source: IBM Smarter Commerce, 2011)
  • In terms of the types of information mobile users will be looking for via their devices this holiday season, 31 percent said they will look for updates on sales and promotions, 27 percent will look for local store hours and directions, 26 percent will seek out product information and availability, 26 percent will be interested in product photos, 18 percent will search for official retailer apps and 17 percent will use mobile for customer support. (InMobi Holiday Mobile Shopping Study)
  • 29 percent of users will look to mobile devices to learn about new products or services, 27 percent will use their handset when making a purchasing decision and 15 percent of shoppers will use their mobile device to make a purchase while in a store this holiday season. (InMobi Holiday Mobile Shopping Study)
  • Not only will consumers use mobile to research products but, over 21 million, or 36 percent, plan to make purchases directly from their mobile devices. (InMobi Holiday Mobile Shopping Study)

  • 67% of consumers will use their smartphones to find store locations, 59% to compare prices, 51% to obtain product information, 46% to check product availability, 45% to read reviews, 45% to shop online, 41% to find and use coupons, 40% to scan bar codes, and 35% to access social media (Source: Deloitte’s 2011 Annual Holiday Survey)
  • 27% of smartphone owners will use their devices for holiday shopping this year (Source: Deloitte’s 2011 Annual Holiday Survey)
  • More than 60 percent of mobile buyers will make mobile purchases while at home (Source: Ipsos and PayPal Survey, 2011)
  • At least 46 percent of consumers plan to make mobile purchases this holiday season (Source: Ipsos and PayPal Survey, 2011)
  • 53% of the “on-the-go” U.S. audience is willing to exchange their location in exchange for more relevant content and better information, including mobile deals (Source: JiWire, 2011)
  • More than 33.3 million U.S. consumers already engage in shopping-related activities on their mobile phones, 7%, or 2.3 million, of those consumers have made a purchase on their devices, the report finds (Source: research firm Experian Simmons, 2011 Mobile Consumer Report)
  • 24% of U.S. adult online iPhone users and 21% of Android users have used a shopping application in the past three months (Source: Forrester, 2011)
  • 41% of smartphone owners have made a purchase from their mobile phone. Of those, 16% bought apparel; 15% food and beverages; 11% toys and games; 11% electronics; 8% home goods; 4% sporting goods; 4% books; 3% jewelry; and 8% other products (Source: Chadwick Martin Bailey, 2011)

  • 58% of mobile shoppers are age 18-34 and 34% of mobile shoppers make $100,000 or more a year (Source: comScore/Millennial Media Mobile Retail Study, 2011)
  • 13.1 million consumers access retail content via mobile phones with 8.2 million of those visiting mobile commerce websites (Source: comScore/Millennial Media Mobile Retail Study, 2011)
  • 67 percent of retailers see value of having customers use their smartphones within the store and 41 percent said they perceive a lot of value in mobile in-store (Source: RSR Research, 2011)



  • 78 percent of retailers plan to invest in mobile this year (Source: The E-tailing Group Inc, 2011)
  • 59% of consumers use their phone to perform mobile shopping activities from home while 28% use their phone in the retail store to perform mobile shopping activities (Source: 2011 Experian Study)
  • 47% of consumers who have made a mobile transaction in the past year expect the experience on their mobile devices to be better than the experience in-store, 80% expect the experience to be better than or equal to in-store and 85% expect the experience to be better than or equal to online using a laptop or desktop computer (Source: Harris Interactive & Tealeaf Survey, 2011)
  • Within the 49% of mobile users who have made a mobile purchase in the last six months, 84% look for local retailer information, 82% find online retailers, 73% find a specific manufacturer or product website, 71% learn about a product or service after seeing an ad, 68% find the best price for a product or service, and 63% search before purchasing in a store or from a catalog (Source: Performics 2011 Mobile Search Insights Study, conducted by ROI Research)
  • 75% of heavy mobile users said mobile search makes their lives easier, 63% said access to mobile search has changed the way they gather information, and 32% said they use mobile search more than search engines on their computers (Source: Performics 2011 Mobile Search Insights Study, conducted by ROI Research)
  • Over 70% of iPhone owners report using applications or their smartphone’s web browser to help them while shopping in-store, and 41% are making purchases directly from their phones (Source: Chadwick Martin Bailey and iModerate Research Technologies, 2011)
  • 48% of consumers conceded they use their mobile devices to look up product ratings or to find promotions (Source: Oracle, 2011)
  • 49% of consumers who use the mobile web at least once a week made a purchase on their mobile device in the past six months (Source: ROI Research Inc., 2011)

  • 78-84% of consumers now rely on their social networks when researching new products (Source: IBM Report, 2011)



  • The mobile retail market is predicted to exceed $12 billion by 2014 (Source: Juniper Research, 2010)
  • 73% of companies are planning an investment in mobile channels in 2011, with almost half planning to move into mobile commerce (Source: Econsultancy’s Customer Engagement Report)



  • 79% of smartphone users found it useful to download mobile coupons to their phones (Source: Accenture, reported by Internet Retailer, 2010)
  • 73% of consumers find it useful to receive an instant coupon as they pass by an item in a store (Source: Accenture, reported by Internet Retailer, 2010)
  • 56% of shoppers with smartphones believe using their phone during the shopping experience will make it more enjoyable (Source: Accenture, reported by Internet Retailer, 2010)
  • 73% of shoppers with smartphones prefer to reference their mobile device while in-store rather than ask a sales associate for help (Source: Accenture, reported by Internet Retailer, 2010)
  • 37 percent of smartphone owners purchased items from their mobile devices in 2009 (Internet Retailer, 2010)

  • 4% of Cyber Monday was done off of a smartphone (Coremetrics, 2010)
  • Mobile commerce activity has increased 13%, up from 10% in 2009. 13% of consumers purchase products, 22% of consumers check prices and 21% research products from their smartphones. 22% of consumers expect to purchase items from their mobile phones in the next 12 months. (Experian’s 2010 Holiday Marketer Report)
  • Mobile transactions will quadruple this year to $16 billion in the U.S. Market (Aite Group, 2010)
  • Nine in ten young adults aged 18 to 29 own a cell phone, and 20% of these make purchases from their mobile phones (Mobile Access 2010 Report, Pew Internet & American Life Project)
  • By 2015 consumers will spend about $119 billion on goods and services bought via their mobile phones. U.S. mobile shopping rose from $396 million in 2008 to $1.2 billion in 2009. Forcasted to reach $2.2 billion in 2010. (Mark Beccue, senior analyst at ABI Research, reported by Internet Retailer, 2010)
  • 39.1% of companies named attracting more visitors and shoppers and generating more sales as their primary mobile commerce goals, followed by 13.5% that wanted to increase sales conversions, 12.8% who wanted to improve marketing and merchandising, 12.2% wanting to increase multichannel sales, and 10.1% aiming to amp up customer service relations (Internet Retailer, 2010)
  • 71% of Generation Y respondents (approximately 16-31 years old) said they use mobile coupons to get e-commerce discounts (Cognizant Technology Solutions and RIS News, 2010)
  • Approximately a third of consumers prefer an app to the mobile browser for their mobile retail experience. 37% of consumers prefer purchasing a product from an app than from the mobile web, 35% prefer viewing visual information from an app, 38% prefer checking order status from an app, and 39% prefer sharing product information with friends from a downloadable app (Adobe Systems Survey conducted by Keynote Systems, 2010)
  • 62 percent of consumers use their smartphones to search for a store location or directions, 40 percent search for price and product information, 38 percent check the status of an order, and, while in store, 32 percent browse product reviews (2010 IDC Survey)
  • In the online apparel, accessory and footwear market, 1.9 percent of traffic and 1.8 percent of revenue came from the mobile channel (Forrester Research and Shop.org, 2010)
  • U.S. online sales of apparel, accessories and footwear was $27 billion in 2009 and was predicted to grow 17% in 2010 meaning that sales would reach $31 billion this year. The apparel category is expected to grow larger than all other online retail sales over the next several years(Forrester Research, 2010)
  • 43% of iPhone users want to make mobile transactions from their phones (Yankee Research Group, 2010)

Mobile Industry Statistics

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