As the number of people owning a smartphone continues to rise, research from Kantar Media’s Global TGI reveals that men lead the way when it comes to mobile shopping.
In the US 15.9% of men say they are interested in using their phone to make purchases, compared to 13.3% of women. Figures are 12% and 10.3% respectively in Great Britain, and 4.7% versus 2.5% in South Africa.
Kantar Media’s Global TGI research also showed that mobile shoppers were more predisposed to impulse purchasing. In France, 13% of mobile shoppers say they tend to spend money without thinking, compared to 6% of the general population.
In Brazil, 36% of mobile shoppers buy products on impulse, versus 29% of the total population.