Smartphone and Tablet users found the mCommerce experience over the festive period largely satisfying, according to the results of a study conducted by mobile advertising and marketing firm, Motricity.

According to the study, 93 percent of smartphone and Tablet users had a positive experience while mobile shopping over holiday season. 96 percent said they saw the benefits of using their mobile device for holiday shopping, and 64 percent said that they plan to use their mobile device to shop more often throughout 2012.

For many users, it was all about convenience.  24 percent cited the ability to multi-task as the biggest motivator to use their mobile device for shopping, while 23 percent said that it helped them avoid crowds. 41 percent of 18-34 year olds who used their device for holiday shopping bought at least one gift.

The study also offered an insight into mobile etiquette. 27 percent of parents checked their phone while opening presents. 24 percent checked their phone at least once during dinner, and 9 percent checked their phone during a holiday religious service.

Motricity commissioned Wakefield Research to conduct the survey, among 664 American adults, aged 18 and older who own a smartphone and/or Tablet, between 27 December 2011, and 3 January 2012, using an email invitation and an online survey.

Source: Mobile Marketing