Smartphones becoming a popular shopping device: Study

As per the findings of a recent study, roughly 32 percent of smartphone users in India used their devices to make purchases. While 32 percent affirmed that they would pick their smartphones, 23 percent chose the laptop or desktops as the next choice. "It goes on to show how connected the mobile device is and plays a significant role in a purchase decision,"Havas Media Asia Pacific chief executive Vishnu Mohan said quoting the study 'Role of the connected device in the branding and buying cycle of a consumer'. 15.7 percent of those wanting to buy a smartphone, and 16 percent of tablet buyers chose not to visit a physical store for purchasing them. Shopping using smartphones getting popular (Image credit: Getty Images) The report found that roughly 80 percent of respondents used their smartphones as their primary device, while 13 percent considered the laptop or desktop, and 7 percent the tablet. "As consumers are increasingly spending more time on their mobile devices and use them for different purposes, brands have more opportunities to interact meaningfully with their customers," says Havas Media India and South Asia chief executive Anita Nayyar. The survey was done by Mobext India, and arrived at the findings after testing a sample of over 2,800 respondents in the country. The study also found that an average connected Indian consumes 9 hours of media, with smartphones constituting nearly 44 per cent of it. "It has been found that mobile device purchase cannibalises other media consumption habits, as 21 per cent of smartphone users prefer not to read a printed book. While 22 per cent prefer to watch less TV, 16 per cent reduce time on the Internet via a laptop and 30 per cent of tablet users read fewer printed books," the report said. On a related note, Google, along with IPSOS and MMA (Mobile Marketing Association) released a report revealing the pattern of smartphone usage, globally. To begin with, Indian smartphone users were found to be more active than their US counterparts. However, India has less than 50 percent of the number of smartphone users in the US. These days a smartphone isn’t just a calling and SMSing medium, and this survey will vouch for that. Smartphones these days cover a much larger base, they're used for -- searches, news, watching TV, listening to music, and several other functions from an endless list. While tech savvy users know how to get the best out of their smartphones, there are several users who satiate themselves with just the basic functions that a phone has on offer. Not surprisingly hence, youth falling within the age bracket of 18 to 29 form the largest consumer bracket for smartphone usage.