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More Mobile Shoppers Than Buyers

Shopping by mobile phone is more appealing to most US and UK consumers than buying by mobile phone, according to February 2008 research by Gartner.

Twice as many US consumers said they would be likely to check item prices by mobile compared with those who said they would buy items from their mobile phone, 24% and 12% respectively.

Respondents also said they would be likely to find stores and sign up for promotions by mobile phone.

"M-commerce technology vendors should differentiate themselves by providing multichannel capabilities, such as enabling mobile-phone-generated orders to be picked up in a store or allowing consumers to save mobile-phone-created shopping sessions to be later continued on a Web browser," said Hung LeHong, research vice president at Gartner.

The younger the consumer, the more likely he or she is to use the mobile phone to conduct retail activities. In the US, 18-to-27-year-olds were an average of nearly twice as likely to shop by mobile phone than those ages 43 to 61.

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