Key findings include:
Mobile devices are accessed frequently in stores, making them a great advertising vehicle for retailers. 9 out of 10 mobile users have accessed mobile web while at a store (see chart 1), and approximately 50% of in-store mobile web activity is related to shopping. For example, 48% of in-store mobile users take and/or send a picture of a product to a friend or family member.
This is great, actionable research from Yahoo and Nielsen showing mobile's role in the shopping process, as well as during other activities like watching TV. With commerce in particular, even if mobile commerce is tiny and will be for awhile, shopping via mobile devices is already significant, regardless of where the purchase occurs.