Smartphones have already driven a sea change in consumer shopping behavior. But, only 3% of Americans bought anything via mobile commerce last year.

Consumers are aggressively using their phones in other ways that influence the brands they purchase, help them save money, and enhance their shopping experience.

•  48% browse for brands and products on their smartphone
•  30% use their phone in-store to check if their chosen product is cheaper
   at another bricks and mortar or online retailer
•  33% text others while shopping to share details of their in-store experience

Women are much more likely than men to rely on their phone when making purchases. Hispanics, African Americans, and Asians are more likely than Anglos to say their phone is an important shopping tool.

49% of Americans are projected to have smartphones by the end of 2011, up from 21% at the end of 2009, making it critical for marketers to understand and tap into these new behaviors.

While mobile commerce is a small channel now, it will become huge in coming years. Experts believe that it will increase slowly, much as online shopping did. However, they project m-commerce sales will top $100 billion by 2015.

• Does our in-store marketing strategy capitalize on how consumers are using smartphones?
• Are we doing all that we should with digital coupons and a mobile website?
• Are we working on a mobile commerce strategy?