More than half of US mobile commerce users have bought products in response to a mobile marketing message, according to a new study.
The research, released by ExactTarget, says that more than half of US consumers whove made at least one purchase on their smartphone have done so based on a marketing message delivered via mobile email.
This amounts to a 16 per cent share of smartphone users who have completed at least one purchase as a result of a mobile marketing message.
“With more than 89 per cent of US online consumers owning a cell phone and 40 per cent owning a smartphone, this is a watershed moment for marketers,” says Jeff Rohrs, vice president, ExactTargets Marketing Research and Education Group. “Rapid smartphone adoption is transforming how consumers interact with brands and connect to the world.” 
The company also found that 69 per cent of consumers would choose to keep their smartphone over their tablet device. 72 per cent theyd keep their smartphone over a games console. 40 per cent said theyd rather keep their smartphone than their laptop computer.
The figures were presented in ExactTargets Mobile Dependence Day report – the ninth in the companys Subcribers, Fans & Followers series. You can download the report here.
