More people across the globe are relying on their smartphones for any number of tasks. According to new research from ExactTarget, purchasing habits are among the most affected by this trend.
"With more than 89 percent of U.S. online consumers owning a cell phone and 40 percent owning a smartphone, this is a watershed moment for marketers," Jeff Rohrs, vice president of ExactTarget's Marketing Research and Education Group, said. "Rapid smartphone adoption is transforming how consumers interact with brands and connect to the world."
These days, consumers are more likely to make purchases through their mobile devices than only a year ago. In fact, 16 percent of smartphone owners polled by ExactTarget said they have made a purchase as a direct result of a mobile marketing message. Of that group, 55 percent did so on their mobile devices.
"A majority of smartphone owners are now comfortable making purchases with their smartphones," Tim Kopp, ExactTarget's chief marketing officer, said.
Mobile solutions are having a dramatic effect on a number of industries. For retailers, the combination of mobility and business intelligence is vastly improving the efficiency of supply chain community management, according to Enterprise Apps Today.