Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    MarTech Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Staff
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Customer & Digital Experience » IAB: Houston Tops List Of Mobile Shopping Cities; San Francisco Fails To Make Top 10

IAB: Houston Tops List Of Mobile Shopping Cities; San Francisco Fails To Make Top 10

“Space City” Houston ranks number one on the Interactive Advertising Bureau’s list of mobile shopping cities, followed by New York, Atlanta, Los Angeles and Dallas-Fort Worth. The industry group looked at mobile phone ownership, the influence of mobile coupons and ownership of mobile retail and social media applications when putting together its rankings. Surprisingly, uber-tech-savvy […]

Pamela Parker on December 7, 2011 at 7:20 pm

“Space City” Houston ranks number one on the Interactive Advertising Bureau’s list of mobile shopping cities, followed by New York, Atlanta, Los Angeles and Dallas-Fort Worth. The industry group looked at mobile phone ownership, the influence of mobile coupons and ownership of mobile retail and social media applications when putting together its rankings.

Surprisingly, uber-tech-savvy San Francisco didn’t make the top 10, coming in at 11 in the rankings.

The results suggest that marketers trying to reach consumers in the top-ranked metro areas should prioritize efforts to make their online presences more mobile friendly. Bricks-and-mortar retailers in those areas could also make it easier to do price comparisons or perform other mobile tasks in their stores, perhaps using QR codes or something similar. National retailers should prioritize initiatives in the mobile-shopping-heavy metro areas.

The IAB’s rankings were corroborated somewhat by eBay’s PayPal division, which reported that mobile users in New York, Houston and Los Angeles were among the biggest shoppers through their payment service on Black Friday this year.

What do these mobile shoppers do? Overall, they find store locations (15.1%), compare product prices (9.8%), find coupons and deals (9.5%), research product features (9.1%), check product availability at a specific store (8%), or access daily deal services (7.7%).

Mobile-savvy shoppers continue their mobile activities when they’re in retail locations. They text or call family or friends about a product (19.9%), took a picture of a product (14.2%), sent a picture of a product to family or friends (11.6%), scanned a product bar code (7.4%), found a store location (6%), compared product prices (5%), found coupons or deals (4%), researched product features (3.9%), or checked product availability at a specific store (2.6%).


Mobile shopping consumers are much younger than the mobile average, with 61 percent of them under 34. Thirty-seven percent of all U.S. mobile users fall into that age group. They also have slightly higher incomes, on average. Forty-eight percent earn over $75K a year, with only 42 percent of all U.S. mobile users earning that much.

The Top Fifteen Mobile Shopping Cities:

  1. Houston
  2. New York
  3. Atlanta
  4. Los Angeles
  5. Dallas-Fort Worth
  6. Tampa-St. Pete
  7. Chicago
  8. Philadelphia
  9. Washington, DC.
  10. Seattle-Tacoma
  11. SF Bay Area
  12. Boston
  13. Detroit
  14. Minneapolis St. Paul
  15. Phoenix
For this report, the IAB used data from the BIGresearch Simultaneous Media Survey, a biannual survey of over 20,000 consumers, conducted in June 2011. It also used information from research firm comScore.

New on MarTech

    Native video tops social media in brand awareness study
    Worsening economy has more shoppers getting online info before making in-store purchases
    Getting started with the Agile Marketing Navigator: Building a marketing backlog
    3 ways to dominate with Google Auction Insights and search intelligence
    Webinar: Work smarter, not harder, to give customers what they want

About The Author

Pamela Parker
Pamela Parker is Research Director at Third Door Media's Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She's a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master's degree in journalism from Columbia University.

Related Topics

Customer & Digital ExperiencePerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Agencies: Grow Revenue Streams Through Web Accessibility & Compliance

Protect Your Paid Advertising Spend Against Ad Fraud and Invalid Traffic

Build an Integrated Search Strategy Across Google, Amazon and YouTube

See More Webinars
Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

5 Best Practices for Bringing Together All Your Marketing Data

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.