The document discusses the results of a study on mobile shopping behaviors. It found that 50% of smartphone owners in the US have searched for product information on Google from their phone. 40% have scanned barcodes or QR codes with their phone. The study also found that behaviors of early adopters, or "innovators", tend to foreshadow future mainstream adoption of mobile shopping practices.

1. The New Mobile Shopper: From Armed to Charmed ©OgilvyOne Worldwide and OgilvyAction 2011. All rights reserved. Neither this publication nor any part of it may be reproduced, stored in a retrieval system or transmitted in any form or by any means, whether electronic, mechanical, photocopied, recorded or otherwise, without the prior permission of OgilvyOne Worldwide and OgilvyAction. Phil Buehler Head of Planning, OgilvyOne New York

2. Searched Google from phone to get information on a product Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500 50% among smartphone owners 85% 55% 24% 9% 4% Behavior of Innovators Foreshadows Mainstream Adoption Innovators Opinion Leaders Early Majority Late Majority Laggards

3. Scanned a barcode or QR code with mobile phone Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500 40% among smartphone owners 77% 38% 19% 3% 0% Behavior of Innovators Foreshadows Mainstream Adoption Innovators Opinion Leaders Early Majority Late Majority Laggards

4. Looked at a product in-store and then ordered it online Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500 85% 77% 66% 53% 29% Online Buying Behaviors Transfer to Mobile Environment Innovators Opinion Leaders Early Majority Late Majority Looked at a product in-store and ordered from phone right then 71% 28% 8% 1% 0% Laggards

5. Asked a retail store to match price by showing a printout of competitor’s price Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500 79% 55% 45% 30% 24% Online Buying Behaviors Transfer to Mobile Environment Innovators Opinion Leaders Early Majority Late Majority Asked a retail store to match price by showing on phone competitor’s price 71% 28% 12% 10% 8% Laggards