Research has shown that mobile owners tend to shy away from making big-ticket purchases using their devices. But, a new study [pdf] from JiWire indicates that mobile owners are becoming more comfortable spending larger amounts when purchasing from their device. Based on a survey conducted in Q3, the study finds that 49% of respondents would spend more than $100 on a purchase and two-thirds more than $50. That’s up from 38% and 53%, respectively, in Q3 2011.
Overall, a plurality (23%) from the latest survey said they would be willing to spend between $100 and $250 on a purchase from their device. In fact, just 14% said they would not be willing to make any purchase, less than half the proportion (32%) from the previous year.
Higher-Value Items Researched At Home
The “JiWire Mobile Audience Insights Report Q3 2012″ also looks into consumer use of mobile devices for research. Asking respondents when they typically research a $100 product from their device, the study finds that mobile owners most often do so at home (69%). That’s not too surprising a result, given recent data from AOL and BBDO showing that 68% of consumer mobile phone use occurs inside the home.
Still, the JiWire survey reveals that 36% typically research a product at the $100 price point while on-the-go, and 20% do so as an immediate response to seeing an ad.
Mobiles Come Out At The Mall, Stay Hidden At Clothing Retailers
Further details from the JiWire report reveal where consumer usage of mobile devices is highest – and lowest. Based on ad requests per user, malls (70) emerge as the location of highest mobile activity, followed by libraries and campuses (each at 67). Hotels (47) are next, while big box retailers (39), airports (37), and quick service restaurants (35) all see similar levels of usage.
On the other side of the spectrum, consumers tend to keep their mobiles in their pockets at clothing retailers (16), car dealers (23), and electronic retailers (24), surprising given the buzz about showrooming.
About the Data: JiWire’s Mobile Audience Insights Report is based on data from approximately 315,000 public Wi-Fi locations, as well as surveying nearly 1,400 customers randomly selected across JiWire’s Wi-Fi Media Channel in July ’12 – Sept ’12. JiWire serves advertisements to over 30,000 public Wi-Fi locations in North America and records data from every ad request. The report is based on the ad request data collected from July – Sept 2012.