Earlier this week Nielsen released a study that found just about a third of smartphone users turn to their device for shopping-related activities. The study, conducted during the third quarter of 2011, gives a good picture of how we’re using smartphones in stores. One thing the study highlights is that while not everyone is using their phone in this way, many more would like to.

Below I’ve combined Nielsen’s results with a primer on how you can get in on the trend of being a savvy shopper with your iPhone specifically using apps that are available in Apple’s Apple Store.

38 percent are comparison pricing aka “showrooming”

Nielsen found that 38 percent of survey respondents use their smartphone for comparison shopping while in a physical store. This is encouraged by online retailers, and last holiday season Amazon gave a 5 percent discount on certain products to users who scanned retail items using the Amazon app. Big box stores like Target are annoyed by this new trend, however — so much so that they are asking manufacturers to modify their product offerings to prevent comparison shopping.

As a consumer, I love the ability to find the best price for an item so long as I am willing to wait for it to ship. As a small business owner who works with other small businesses, I see this as driving revenue away from our local communities and hurting the local tax base. I try to shop local when possible, but to me, I see a big box “brick and mortar” and an online retailer as synonymous. When the bargain is good enough, it’s hard to resist.
If you want to get in the middle of this war between physical and online retailers, some of the top apps for comparison shopping are RedLaser, ShopSavvy, Google Shopper and Amazon’s Price Check. Both Red Laser and ShopSavvy also allow you to find an item locally, but ShopSavvy and Google Shopper provide reviews — which are the next most popular shopping-related activity we do with our phones. If you search online, you might want to stay away from the in-store Wi-Fi as it can show different prices since you could be redirected to an “internal” version of the website with slightly different pricing or be blocked entirely from a competitor. Use your 3G signal to play it safe and make sure your surfing isn’t being intercepted.

32 percent are reading online reviews of products

For more in-depth research, I found the Consumer Reports App lacking, and I prefer to access their website, which requires a separate paid subscription from the magazine (a discount is given to current print subscribers). Many of us like to know what the crowd thinks of a product rather than trusting a salesperson (after all, it’s in the job title to sell us something). Mobile phones are ideal for this, and 32 percent of us use our phones for product review research. Google Shopper and Amazon’s Mobile App make it easy to find what others have to say about millions of products. Amazon carries practically everything, so it’s the place I start for online reviews.

24 percent are searching for and using online coupons

We all want to save money, so why not use your iPhone? The king of coupons is Grocery iQ, owned by Coupons.com. If you regularly shop at a grocery store or other retailer, be sure to install their app as they often offer coupons or special sales directly via their app. Don’t assume coupons are just for the big retailers. Individual stores often have their own apps featuring coupons. Even groups like AAA offer discounts.

A hidden place for coupons and direct savings is check-ins via foursquare or Facebook. In particular, American Express has a program in which you check in via FourSquare to both small businesses and national chains to receive a discount. I use this quite often and can tell you it works. I get free cupcakes at my locally owned Cupcake Construction Company as well as national retailers like Whole Foods. If available in your area and where you shop, Shopkick is a great way to earn rewards and discounts.

22 percent are purchasing products

Whether it’s because the store is out of stock or the pricing is better online, shopping on your phone is fun and easy. It gives you instant gratification. A friend suggests a book to you at the coffee shop, you buy it right then and there. Your spouse tells you that the water filter needs replacing while you are waiting for a table at the restaurant. Bam. Problem solved. But considering this usefulness, this number is still rather low — 0nly 22 percent of the people who are using phones for shopping are actually making purchases.

What’s interesting to note is how this behavior changes when we’re talking about shopping on a tablet. Tablet shoppers are three times more likely to purchase an item compared to smartphone users, and they spend more, according to a recent study by Adobe.

A caution while shopping via a mobile device: because public Wi-Fi is unprotected, I use 3G while making purchases so nothing is intercepted. I’m also careful of prying eyes when pulling out my credit card. Read my article about how to keep your credit card number hidden in plain sight in your address book so you can cut and paste, keeping your card in the wallet.

To get an additional savings boost, use sites like dealnews.com and FatWallet to find discount codes and earn cash back for your online purchases.

18 percent are using location-based services to find a retail location

“Yes, we have no bananas” is a fun song, but a lousy thing for a clerk to say when you need bananas. Instead, by using Google Shopper or one of the other purchasing apps mentioned at the beginning of the article, you might be able to find the product locally or find other retailers that have it.

9 percent are paying via smartphone — but 71 percent are interested in paying via smartphone

Talk about a missed opportunity, in particular for the brick-and-mortars losing out to online retailers. NFC (near-field communications) has been discussed for a while for the iPhone, and Ryan Kim believes Apple could take the lead on this in the U.S. Meanwhile, Kevin Tofel is already using his Google Wallet and his Galaxy Nexus.

The closest thing we have currently to NFC on the iPhone is the Square Card Case, which merchants can use for seamless transactions via an app. I tried it out this weekend in St. Louis, and it really was a blast to say “put it on my tab!” The app uses your GPS location and the location of the merchant, and when you are close enough, it notifies the merchant of your presence. The only caveat is that the merchant must use Square’s popular credit card processing system.

So while we’re making progress in what kinds of activities we’ll do with our phones, we’re still a ways off from mainstream acceptance of the phone as a shopping tool and a payment tool. When you think about it, it’s odd that we fancy up our phones with fun cases and apps, but then we use our credit card the same way we always have since the 1950s. The Square experience comes close to modernizing this process — every merchant I know who uses Square, including myself, sees the giggles of glee and fascination when customers sign with their finger and have a receipt texted to them.

Related research and analysis from GigaOM Pro:
Subscriber content. Sign up for a free trial.

• Envisioning future strategies for Sony’s success
• CES 2012: a recap and analysis
• Connected world: the consumer technology revolution

Before you think, “say what?” have a gander at this 400x video scan of a tubular adenoma of the colon, taken with an iPhone 4S and the Skylight, a smartphone adapter for microscopes that’s now a Kickstarter project.

The SkyLight actually works with nearly any other smartphone as well, but it should excel with an iPhone 4S, if not some of the high-end Nokia models that use superb optics. Most focusing is done on the microscope itself, but the SkyLight relies upon a smartphone’s auto-focus feature for fine focusing.

This Kickstarter project already raised more than $22,000, which is greater than the $15,000 goal originally set. CSI types can still get in on the action with a pledge of $60 or more for a SkyLight. The microscope? You’ll have to supply that yourself.

I especially like how you can record video through the microscope with a SkyLight. Kids telling parents about what they saw in biology class is one thing; to share an actual video is quite a different experience.

Related research and analysis from GigaOM Pro:
Subscriber content. Sign up for a free trial.

• Facebook’s IPO filing: ideas and implications
• Connected world: the consumer technology revolution
• What the Google-Motorola deal means for Android, Microsoft and the mobile industry

Apple’s 37 million fourth quarter iPhone shipments were a far cry from the market leaders, however. Nokia still ruled the roost with 113.5 million handset shipments, while Samsung edged closer to grabbing the top spot with a 20 percent increase compared to the previous year, to a total of 97.6 million units shipped. Samsung succeeded by growing its smartphone sales, but also by increasing its feature phone shipment numbers in an otherwise soft market for those devices.

While Apple was the biggest gainer percentage-wise during the quarter, LG suffered the biggest drop,with a negative 42.2 percent change compared to the same period in 2010. Its total shipments were at 17.7 million for the year, which is on par with 2007 levels. LG definitely felt the hit of the waning feature phone market and was unable to do much to impress consumers with its smartphones, either.

Apple also ranked third overall in terms of  mobile phone shipments throughout the whole calendar year thanks to its fourth quarter results, with 93.2 iPhone shipments and year-over-year growth of 96.2 percent.

IDC predicts that the mobile phone market will continue to experience double-digit growth, despite only seeing 11.1 percent growth year-over-year in 2011, versus 18.7 percent growth between 2009 and 2010.

Related research and analysis from GigaOM Pro:
Subscriber content. Sign up for a free trial.

• LTE changes everything; LTE changes nothing
• 2012: Data, spectrum and the race to LTE
• Will cloud computing push the BRIC market to the front?

In delivering the ruling, judge Andreas Mueller suggested that the court didn’t like Apple’s chances for maintaining the validity of the patent claim, saying that “Samsung has shown that it is more likely than not that the patent will be revoked because of a technology that was already on the market before the intellectual property had been filed for protection.”

It’s a win for Samsung, and one that will no doubt take the sting out of a ruling Tuesday that saw a Düsseldorf court uphold an injunction against the original Galaxy Tab 10.1. This injunction also would have applied to a technical patent, not design IP, which would’ve been much harder for Samsung to work around with simple software or hardware modifications.

Samsung’s bigger concern will still be the pending European Commission’s investigation related to its legal use of patents requiring fair, reasonable and non-discriminatory (FRAND) licensing terms, which the EU regulatory body formally announced on Tuesday.

Related research and analysis from GigaOM Pro:
Subscriber content. Sign up for a free trial.

• Controversy, courtrooms and the cloud in Q1
• After Solyndra: analyzing the solar industry
• 2012: Data, spectrum and the race to LTE

Apple has been taking preparatory steps in advance of a launch with China Telecom, China’s third largest mobile network operator. Earlier in January, Apple secured regulatory approval to sell a device in China that operates using the CDMA2000 network standard, which is the technology China Telecom uses for its 3G network. At the time, the only step remaining for Apple was to get a license from China’s Telecommunications Equipment and Certification Center to begin selling the device, which it gained on Monday this week.

Earlier this week, Morgan Stanley’s Katy Huberty predicted Apple could grow its iPhone sales by as many as 57 million units in China over the next two years if it succeeds in securing partnerships with China Telecom and China Mobile. China Telecom will offer Apple a potential subscriber pool of roughly 15 million high-end subscribers according to Morgan Stanley’s numbers, approximately doubling its current reach through official partner China Unicom.

The deal hasn’t yet been confirmed by Beijing Telecom’s parent company beyond the report from China Daily, and no pricing details have been released, but the pieces are in place, and there’s little reason to suspect Apple wouldn’t want to expand its presence in China as quickly as possible. No doubt a partnership with China Mobile, which reaches 650 million subscribers and has around a 70-percent share of the Chinese mobile market, is also a priority, but technological factors likely precludes official iPhone support until Apple creates a version specifically for China Mobile’s network.

Related research and analysis from GigaOM Pro:
Subscriber content. Sign up for a free trial.

• U.S. Wireless Data Market: Q4 and Year-End 2008
• 12 tech leaders’ resolutions for 2012
• LTE changes everything; LTE changes nothing

Huberty bases her math on a potential market of 150 million total high-end mobile subscribers in China across all three carriers, who would potentially opt for Apple’s device. Currently, 20 percent of China Unicom  (Apple’s official Chinese carrier) subscribers opt for the iPhone, so assuming similar adoption rates once iPhones make it to the other two carriers, Huberty expects at least 24 million new iPhone sales in 2013.

There’s good reason to believe Apple is working to bring the iPhone to China’s other carriers. The company’s been securing regulatory approval and licenses for a launch on China Telecom, which would be able to run the iPhone 4S. And China Mobile has been having discussions with Apple regarding 4G technology, which it said in September have been “positive” so far.

Should Apple manage to get the iPhone on both networks officially, Huberty thinks the iPhone could reach higher penetration levels across all carriers, possibly on par with AT&T, where last quarter, the iPhone accounted for over 80 percent of new smartphone sales. According to Huberty’s most generous estimates, Apple could be selling 57 million more iPhones annually than it currently does in the Chinese market.

It might sound pretty far-fetched, but China Mobile already has at least 10 million iPhone users, despite the fact that those users are limited to 2G speeds. And Apple sold more than 37 million iPhones during its last quarter alone, compared to 68.5 million during all of its 2011 fiscal year. Similarly explosive growth in a market known to be hungry for Apple devices is hardly an outlandish proposition.

Related research and analysis from GigaOM Pro:
Subscriber content. Sign up for a free trial.

• Connected world: the consumer technology revolution
• CES 2012: a recap and analysis
• LTE changes everything; LTE changes nothing

Apple CEO Tim Cook said during his company’s recent earnings call that iPad sales haven’t really been affected by the Amazon Kindle Fire, which is no doubt contributing heavily to the success of Android tablets. It’s also likely the Barnes & Noble Nook Color and Nook Tablet are included in the Android figures. Instead, Cook admitted the iPad has had some cannibalization effect on sales of Macs, and he predicted that one day, the tablet market will be larger in volume than the PC market.

Compared to Android, Apple still has a dominant position in the tablet market, with a 57.6-percent share compared to Android’s 39.1 percent, according to Strategy Analytics’ most recent numbers. In terms of year-over-year growth, the tablet space has grown by 150 percent between the end of 2010 and 2011. In other words, even if shares were more evenly split, the iPad would still be seeing big gains in unit sales.

The PC market, on the other hand, contracted by around six percent in the fourth quarter of 2011, according to research firm Gartner. That’s despite 20 percent growth by Apple’s own Mac line of computers. Kevin Tofel recently pointed out here on GigaOM that half of computing device sales are now mobile. If the trend of growing tablet and smartphone sales continue, and PC sales continue to decline, we’ll soon be in a position where mobiles are considered a primary device by the majority of users.

Apple will continue to sell iPads. A new refresh expected in the coming months might even help it turn the tide of slipping market share, since while the low-cost Kindle Fire may be a success, other Android tablet makers still seem to be having a hard time putting out a product consumers can get genuinely excited about. Kevin wrote last week about how Android 4.0, while it improves the Android tablet experience, still has a lot of glaring pain points. Also, Android’s tablet-specific app library lags considerably behind Apple’s, and isn’t catching up anywhere near as fast as the market on the smartphone side.

The companies putting out Android tablets that fail to achieve the Kindle Fire’s level of success are the same ones being hurt by the slowing PC market, and they’re the ones that stand to lose the most. Amazon’s Kindle fire has reportedly sold as many as 6 million units through the end of 2011, according to estimates, which would make it the world’s best-selling Android tablet.

Apple continues to appeal to a steadily growing audience of tablet users, but Amazon is answering the call of those who were happier buying bargain-priced netbooks for their basic computing needs, rather than spending more on an iPad. That’s the market PC makers should have been trying to retain with their own tablet efforts, and also the one Amazon has positioned itself best to appeal to.

Related research and analysis from GigaOM Pro:
Subscriber content. Sign up for a free trial.

• Tablet market to hit over 377 million units by 2016
• Will cloud computing push the BRIC market to the front?
• Envisioning future strategies for Sony’s success

Both Android and iPhone devices had best-ever quarters, according to AT&T, but the launch of the 4S clearly helped Apple’s push ahead. In fact, AT&T’s iPhone sales alone during the quarter represent a higher number than AT&T’s previous quarterly record of 6.1 million for total combined smartphone sales across all types of devices.

AT&T attributes the success of the iPhone on its network to its faster data network, since it is the only U.S. carrier that offers HSPA+ speeds for the iPhone 4S. It definitely did post more sales than Verizon, which reported earlier that it sold 4.2 million iPhones during its fourth quarter. Whatever the reason, the success of the device on AT&T’s network definitely contributed significantly to Apple’s total of 37 million iPhones during its most recent quarter.

Related research and analysis from GigaOM Pro:
Subscriber content. Sign up for a free trial.

• LTE changes everything; LTE changes nothing
• 2012: Data, spectrum and the race to LTE
• Connected world: the consumer technology revolution

Enterprise mobile security provider Good Technology on Wednesday released its quarterly data report for the fourth quarter of 2011. The report detailed the progress of iOS and Android devices in enterprise activations among its customers, which include half the companies on the Fortune 100, among others. Apple’s iPhone 4S was the big winner of the quarter, nabbing the top spot as the most-activated device, followed by the iPhone 4 and iPad 2 at Nos. 2 and 3, respectively.

Credit: Good Technology

The 4S represented 31 percent of all device activations counted during the quarter, nearly matching the total for all Android handsets, which accounted for 35 percent of all smartphone activations. Apple’s iPad 2 and iPad together accounted for 94 percent of all tablet activations.

Much like we’ve seen with new consumer device purchases, the release of Apple’s iPhone 4S in October began the reversal of a trend in which new Android activations were approaching Apple’s numbers, as you can see in the chart below. From October to December, Good saw a steady monthly increase in the percentage of iOS activations, matched by a decrease in Android device activations. Good says bring-your-own-device (BYOD) policies likely had a strong impact on Apple’s enterprise success with the iPhone 4S.

Credit: Good Technology

A new phone from Apple was bound to incite a buying spree, but the numbers have remained strong in the months following launch. It will be interesting to see if the trend of growth continues, both in the consumer and enterprise markets, now that the 4S has been on the market for some time.

Related research and analysis from GigaOM Pro:
Subscriber content. Sign up for a free trial.

• CES 2012: a recap and analysis
• Connected world: the consumer technology revolution
• Siri: Say hello to the coming “invisible interface”

Demand for the iPhone 4S helped Apple’s U.S. share of the smartphone market climb to 44.9 percent in the last quarter of 2011, Kantar said, doubling from the same period a year ago and gaining a very slight edge over Google’s platform. Android slipped to 44.8 percent from 50 percent during the quarter.

Apple’s success isn’t isolated to the U.S., either. Dominic Sunnebo, Kantar’s global consumer insight director told Reuters, ”overall, Apple sales are now growing faster than Android across the nine countries we cover,” which include the U.S., U.K., Australia, Brazil and Mexico, among others.

Other research firms have recently released data suggesting that iOS was rapidly closing the distance with its Android smartphone rivals. The NPD Group and Nielsen  both released their own studies earlier this month that showed iOS trailing Android slightly in the U.S. smartphone race, but Kantar’s is the first to put Apple on top.

In the U.K., Apple grew its share from 34 percent in the fourth quarter of 2011, compared to 22 percent for the same period in 2010. And while Apple grew most quickly in the countries covered, Kantar is quick to point out smartphones are experiencing strong growth in all the areas tested, meaning while Android may have dropped market share in some locations, that doesn’t necessarily translate to a drop in sales.

Related research and analysis from GigaOM Pro:
Subscriber content. Sign up for a free trial.

• Envisioning future strategies for Sony’s success
• Will cloud computing push the BRIC market to the front?
• 2012: Data, spectrum and the race to LTE