More Than 33 Million Americans Use Their Mobile Phone for Shopping-Related Activities

NEW YORK, Aug. 8, 2011 /PRNewswire/ -- Marketers attempting to understand consumer habits that influence mobile marketing can get a revealing glimpse into the mindset of the mobile consumer through the newly released 2011 Mobile Consumer Report from Experian Simmons.

According to exclusive research from Experian Simmons, a part of Experian Marketing Services, 29 percent of cell phone owners today believe their phone will be the primary device for their entertainment needs in the future. The report provides marketers with vivid insights that they need to prepare for the mobile revolution, including how consumers use their phones to manage social connections, consume media, get information, plan shopping trips, interact with mobile advertising and more.

"The explosion in usage of mobile technologies is an industry game-changer, and marketers need reliable insights to better understand this rapidly changing landscape," said Ken Wollenberg, general manager of Experian Simmons. "This report will help them devise plans that are timely, relevant and more effective in driving incremental sales and building brand awareness in the mobile space."  

Other findings from the report include:

• More than nine out of 10 adults, seven out of 10 teens and one out of five kids own a mobile phone
• Fifty-six percent of smartphone owners access the Internet from their phone; 27 percent watch video
• Thirty percent of iPhone owners want to make purchases in stores using their phone
• Twenty percent of social networkers access their account from their phone
• Sixteen percent of mobile owners downloaded a mobile app last month

This report also includes an illuminating profile of five distinct mobile consumer segments developed by Experian Simmons, including a look at each segment's receptivity to traditional and mobile advertising.

To download a copy of the Experian Simmons 2011 Mobile Consumer Report, visit http://www.experian.com/simmons/mobile2011.

About Experian Simmons

Experian® Simmons(SM), Experian Marketing Services' consumer research service, has been chronicling the American consumer for more than 50 years. From the products that all Americans buy and the brands they prefer to their Internet shopping behaviors, attitudes and lifestyles and the media that they use, the Simmons National Consumer Studies survey more than 30,000 American consumers each year to deliver reliable national and local data. http://www.experian.com/simmons

About Experian Marketing Services

Experian Marketing Services delivers best-in-breed data, analytics and platforms into multiple regions around the globe. It is focused on helping marketers more effectively target and engage their best customers through email, digital advertising, customer data management, customer and competitive insight, data enrichment and list rental, modeling and analytics, and strategic consulting. Through these capabilities, Experian Marketing Services enables organizations to encourage brand advocacy, create measurable return on investment and significantly improve the lifetime value of their customers.

About Experian

Experian® is the leading global information services company, providing data and analytical tools to clients in more than 80 countries. The company helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score and protect against identity theft.

Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended 31 March 2011 was $4.2 billion. Experian employs approximately 15,000 people in 41 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; California, US; and Sao Paulo, Brazil.

For more information, visit http://www.experianplc.com.

Experian and the Experian marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the property of their respective owners.

Contact:

Jennifer Marshall
Experian Public Relations
1 224 698 8798
[email protected]

SOURCE Experian Simmons