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This is good news for radio, if radio uses the information it certainly already collects from listeners and crafts promotions and ideas for local clients. eMarketer reports that consumers are big fans of in-store offers they receive on their cell phones. Holiday shoppers were more likely than ever this year to whip out their smartphones for some mobile assistance, according to the research.
More than eight in 10 smartphone owners researched and browsed for products on their phone, up 15 percentage points from 2011, and nearly three-quarters bought something via mobile, up 19 percentage points.
These increases also come as smartphone ownership overall has increased. eMarketer estimates that nearly 116 million U.S. consumers had a smartphone in 2012, vs. 93.1 million in 2011. So higher percentages of smartphone owners doing any given activity are amplified by the fact that the overall base of smartphone owners is larger as well.
