Deloitte have recently released a report about the influence of mobile in the retail space, called The Dawn of Mobile Influence.

The main finding of the report is to identify the value of mobile as an influencer, rather than a facilitator of mobile commerce.   Deloitte look at how smartphone owners use mobile in a retail context, and how their use of mobile influences purchasing decisions.

Some findings from The Dawn Of Mobile Influence Report:

• Mobile devices’ influence will represent 19% of total store sales by 2016
• This will amount to $689 billion in mobile-influenced sales.
• 48% of smartphone owners say their phone has influenced their decision to purchase an item in a store.
• The percentage of smartphone shoppers who use their phone for shopping varies by category, from 49% in electronics and appliance stores to 19% in convenience stores and gas stations.

Another interesting finding is that once consumers start using their smartphones for shopping, it quickly becomes a habit, and they can become reliant upon their smartphone to support and guide as many as 60% of store shopping trips.

You can download the full report from Deloitte.