A new joint study by mobile ad network Millennial Media and comScore hints that a small segment of mobile consumers prefer to shop via mobile only instead of other, traditional ways. Among the 8% of wireless subscribers who are mobile retail users, 27% said they had purchased or browsed retail items only through their handsets in the last 30 days as opposed to online or in brick-and-mortar stores, MediaPost reports.
For advertisers, this means there is a new retail audience that can only be reached through mobile, Millennial Media concluded. MediaPost says the study also found that mobile retail shoppers tend to be slightly more affluent than average, with nearly 34% making more than $100,000 annually compared to about 27% of all mobile subscribers.
For a complete look at the findings, including a breakdown of the numbers, click HERE.