MMA: 59% of subscribers turning to mobile for holiday shopping

Fifty nine percent of adult mobile subscribers in the U.S. plan to use their handsets for holiday shopping and event organizing (not including voice calls)--up 25 percent over a year ago--according to a new consumer study published by the Mobile Marketing Association and Luth Research. Asked how they will use their devices during the holiday season, 64 percent of respondents of so-called "mobile holiday shoppers" say they anticipate using their phone before going to a store, 13 percent plan to purchase or pay for gifts via mobile and 12 percent expect to use their device to respond to a TV, billboard or newspaper ad. Shoppers also plan to rely on mobile services to pinpoint the location of where gifts are sold and to compare prices.

Asians, Hispanics and adults ages 25 to 34 are the demographic segments most likely to use their handsets for shopping and celebration planning, the MMA notes. Movies, music, consumer electronics and books rank as the top gift items that shoppers plan to target using their phones; Hispanics and Asians also believe mobile services can help more effectively identify toys and game purchases.

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