58% of online consumers currently own a mobile phone capable of connecting to the Web. Of the online consumers with Web-enabled phones, 21% own a smartphone, 8% own an iPhone(TM), and 29% own another type of Web-enabled phone. 42% of PriceGrabber survey respondents said they own a non-Web-enabled phone capable of using voice and text service plans only. iPhone, released on June 29, 2007, jump-started mainstream smartphone adoption, with 75% more online consumers purchasing their first Web-enabled phone in 2007 compared with 2006. Despite the economic climate, 8% of online consumers purchased their first Web-enabled phone in Q1 2009.
10% of online consumers said they purchase online from their mobile device, 16% compare prices and another 16% research product details/specifications. Of the online consumers making purchases from their mobile phones, 58% have purchased digital content for their phone, 51% have purchased consumer electronics, 37% have purchased computers, 36% have purchased books, and 31% have purchased clothing. Smartphone and iPhone owners are comfortable using the mobile Internet to make purchases. 56% of Apple iPhone owners and 28% of smartphone owners already are comparing prices online with their mobile phones. Additionally, 27% of iPhone owners and 35% of smartphone owners anticipate that they will be comparing prices within two years.