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‘Mobile warriors’ are women, but don’t write off the oldies just yet research suggests

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Mobile has become an important channel for shoppers as they research and purchase products – but these mobile warriors are more likely to be female, US research suggests.

According to 2015 research from Y&R, which looked at different profiles of US shoppers, mobile warriors — those who primarily research and purchase products via smartphone — women make up 53.4%, while men account for 46.6%.

The demographic also tilts towards younger; 31.7% of US shoppers who primarily research and purchase products via their smartphone are between the ages of 18 and 29. Additionally, 36.3% are ages 30 to 44.

However, these smartphone shopping behaviors are not just limited to younger shoppers. Consumers aged 45 and older also use their device to research and purchase.

While mobile still accounts for a small share of total retail sales, retailers are feeling the impact of these devices.

According to data from Payvision, in 2014, 57% of retailers worldwide experienced major growth in mcommerce sales. And in 2015, 79% of retailers worldwide were undergoing major mcommerce growth.

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