Mobile ShoppingIncreasing numbers of mobile device owners are no longer using their PCs or laptops and now use only their smartphone or tablet to check email, search the internet or shop online, according to a new survey conducted by Prosper Mobile Insights.

According to the survey:

  • 51.1% of mobile users check their email using only a mobile device
  • 45.3% say they conduct mobile-only Internet searches
  • 42.3% connect with friends on Facebook without ever using a PC or laptop
  • 25.4% of consumers engage in online shopping only via mobile
  • 29.6% are mobile-only online bankers
  • 14.8% use Twitter only in mobile
  • 6.9% engage with Pinterest only in mobile
  • Overall, 69.3% of mobile users conduct at least one Web-based activity solely with a smartphone or tablet

“As mobile users become more reliant and comfortable with using their devices, we would expect them to increasingly gravitate toward mobile-only usage of smartphones and tablets for a broader range of common functions, like online shopping and banking.” Pamela Goodfellow consumer insights director at Biginsight

With consumers opting for mobile devices instead of computers for many online activities, the study also looked at the most effective forms of marketing on mobile devices.

Video advertising via mobile distinguishes itself from the deluge of other forms of advertising, including banner ads, pop-ups, and mundane emails that mobile users may experience. And, not surprisingly, the most effective videos are the ones perceived to be attention grabbing, succinct and relevant.

The report found that:

  • 42.9% of mobile users are more likely to focus on ads in a video format
  • 51.3% say video ads are more likely to grab their attention
  • 34.5% said video ads are more enjoyable
  • 30.4% said they are not able to click away without watching a part of the ad
  • 23.1% said video ads are similar to enjoyable ads on TV
  • 21.9% said they have to watch to find out what is advertised

In comparison:

  • 11.2% of mobile users regularly pay attention to sponsored stories or links
  • 10% pay attention to ads that appear before or during a video
  • 8.2% of mobile users pay regular attention to banner ads
  • 4.5 % of users notice pop-up ads

“Relying on traditional media, including TV, print, and even online, is becoming more outdated as months pass, literally,” Pamela Goodfellow consumer insights director at Biginsight


The survey was conducted by Prosper Mobile Insights™ and included 331 smartphone and tablet users from the SSI Panel who completed the survey on their devices. The survey was conducted between June 19 – June 22 2012.

160 respondents were male, 171 were female. The average age of the sample was 47.

The margin of error is 5.4%.

Further details from the survey conducted by Prosper Mobile Insights are available here: