62 per cent of iPhone and Android users start the buying process this way.
Data collected by Lightspeed Research for Flixster reflects the importance of phone use in the weekend purchase cycle of consumers.
It says they're used most commonly for research (32 per cent), comparing prices (27 per cent) and reading product reviews (25 per cent).
62 per cent used their mobile phone at the beginning of the purchase process, and say 35 per cent of their research and purchase activity for big-ticket items is conducted on their mobile phone now.
Mobile devices are beginning to trump newspapers for listings and news. When planning weekend activities more than two-thirds use their mobile devices, either apps or Internet. Only half use newspapers.
These consumers are also willing to take a look at mobile ads, with one out of five consumers is favorable to ads, and 11 per cent welcoming them.
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Of course, the drift of user attention towards mobile has not yet been matched by advertiser spend. But Flixter believes this will change.
James G. Smith, chief revenue officer at Flixster Entertainment, said: "Although mobile claims eight per cent of media time spent, it gets a fraction of ad dollars. TV, by contrast, gets about 43 per cent of ad dollars to match the 43 per cent of media spent each day each day.
"As has been the case with the evolution of all other media forms, where audiences go, advertisers will follow."
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