As smartphones become more mainstream, mobile is becoming more pervasive in all aspects of consumers' lives. And online shopping is quickly becoming a popular activity.

Mobile content tied to services like travel, dining and movies (more established mobile categories) is still on the rise, with 46% growth in the number of subscribers accessing this content year-over-year in September 2011, according to comScore. 

Change in mobile content categories accessed by US mobile subscribers, September 2011 (% change vs. same period of prior year):
- Online retail: 95%
- Classifieds: 82%
- Auction sites: 77%
- Shopping guides: 74%
- Real estate listings: 71%
- Movie info: 65%
- Restaurant info: 65%
- Search: 57%
- Travel service: 46% 

comScore have found that smartphone users in general favoured browsers over apps (48% vs. 26%), with iPhone users being the most likely to use apps; only 4 percentage points separated browsers (40%) from app users (36%) among iPhone owners.