A survey conducted in eleven countries by Motorola has found that 51% of consumers across 11 countries used their mobile phones during the holiday shopping season for in-store activities such as comparison shopping and getting peer feedback, product information and coupons.

Amongst shoppers aged 18 to 34, the percentage increased to 64%, the survey found.

Surveyed shoppers sought more coupons and discounts in 2009 with 39% willing to abandon purchases if coupons and discounts were unavailable. Cost-conscious shoppers also expected more aid from retailers on pricing and bargains as only half reported satisfaction with the availability of coupons and discounts, the survey found.

Shoppers in North America left an average of $109 unspent this past holiday season due to stores’ limited merchandise, lack of availability of coupons/discounts and inconsistent customer service. Nearly 40% of surveyed shoppers abandoned the purchase altogether — a significant increase over 2008 when 20% reported not buying the item at all.

The majority of abandoned purchases could have been recovered if coupons or discounts were more readily available, says Motorola, including 54% of abandoned purchases in consumer electronics retailers, 46% in clothing stores and 42% in auto parts stores.

“With nearly seven in 10 surveyed holiday shoppers either reporting flat or declining budgets, retailers vying for finite shopper dollars need to provide a seamless customer experience,” says Motorola Enterprise Mobility Solutions’ Frank Riso. “By utilizing mobile technologies, consumers have become empowered, better informed and more critical shoppers. Retailers need to establish near-term strategies to provide product information, stock availability, discounts and coupons directly to shoppers to help them to remain competitive.”

Readers can download the full survey findings from Motorola’s website.

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