15% of Americans use mobiles to make purchases - survey

The poll of 36000 US consumers shows that 96% own a mobile device and just under half a smartphone.

More than 60% believe that being able to use their mobile phone while shopping to verify product availability at a particular store location is important to very important.

Nearly a quarter of shoppers use their phone while in a store to competitively price shop an item and around 20% use their handsets to create shopping lists or baskets. Slightly more than that number would be interested in a mobile app to help with shopping lists for their favourite retailers.

Meanwhile, two thirds are interested in the possibility of using their mobile phone to scan and purchase items to bypass checkout lines. A quarter believe that receiving specials and promotions would be an important use for their mobile phone when shopping, although they are less enthusiastic about receiving advertising.

Over a quarter cite security as an issue but 40% would be happy knowing that a mobile app would not store their credit card number. A quarter would prefer that the phone would only show a truncated credit card number and about 20% would like to be prompted to enter their 3-digit security number. Nearly half want the option of PayPal.

Around a third of respondents worry about small screen sizes while another 21% think it would be difficult entering information on small keypads. Internet non-connectivity is a worry for 40% and slow interaction with retailer Web sites is also an issue for 22%.

Jim Bengier, global retail industry executive, Sterling Commerce, says: "Mobility is more than a channel, and as consumers begin to use mobile devices in all aspects of their shopping process, cross-channel will be essential for retailers to succeed. Today's consumers are transforming the shopping experience with their mobile phones, and retailers who have not broken down their siloed channels will not be able to keep up."