Survey: Smartphone usage driving consumer purchase habits

More than half of U.S. consumers who’ve made at least one purchase on their smartphone have done so based on a marketing message delivered via mobile email, according to a new study by ExactTarget.

While calling, texting and emailing remain the most frequent daily activities for smartphone users, the study found consumers are increasingly using their smartphones for more than the basics.

Key findings of the research include:

  • Sixteen percent of smartphone owners have completed at least one purchase as a direct result of a marketing message they received on their smartphone;
  • Of those, 55% have completed a purchase directly on their smartphone, 43% have completed a purchase on their computer, and 35% report purchasing in-store;
  • Twenty-eight percent of smartphone owners have used their phone at least once to check in using location-based services such as Foursquare or Facebook Places; and
  • Twenty-four percent have scanned a QR code or bar code on their smartphone.