Shopping by mobile phone is enjoying growing popularity among young women, who are discovering the allure of being able to purchase the goods they desire anywhere, anytime. All sorts of items are now just a few button presses away, including brands of clothing worn by popular fashion models and accessories. Popular mobile phone websites specializing in online shopping have seen their sales take off, and apparel manufacturers have been scrambling to create their own sites. New phone technologies are expected to further stimulate this market in the future.
In a poll conducted by a market research firm in February 2006, 20.8% of the female respondents said they had made purchases with their cell phones, mainly of such goods as clothing and shoes, CDs and DVDs, and books and magazines. Commenting on this trend, the president of one online business explains that cell phones enable young women to shop on their way home and to get hold of new products featured in magazines that would otherwise sell out quickly in the shops.