In another study, by Parks Associates, a quarter of consumers were found to be using mobile commerce apps to help with in-store purchase decisions. In that study, the top categories for mobile shopping were product research, barcode scanning and interaction with the retailer or brand app.

That study also found that many (42%) of U.S. smartphone owners bought something through their mobile device in the last month.

However, the market is hardly uniform. For example, men are more likely than women to purchase using a mobile device, according to the Hipcricket survey. They are also more likely to compare prices via mobile while in a retail store.

And a majority (54%) of Target shoppers used a mobile commerce app while shopping for electronics, compared to fewer (38%) of Walmart shoppers, according to the Parks Associates study.

From the article, "Many Consumers Prepped for Mobile Holiday Shopping" by Chuck Martin.

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