This past holiday season, using mobile devices to shop was more popular than ever before. Many people would say that this isn't much of a surprise, considering that with just a few clicks of a button on an iPhone or Android, consumers can go shopping anywhere, at any time. However, the extent to which this statement rang true is surprising.

A study conducted by analytics and research company Prosper Mobile Insights concluded that 66 percent of men and women across the United States used their cell phone and gadgets like iPads to compare online prices with those found in stores. Sixty percent of consumers used their mobile devices to look up the cost of products on other websites and around 50 percent of people used this type of technology to help them choose between two items.

"Comparing prices and products between retailers is just another of those smart shopping strategies that consumers have adopted to keep their spending in check," Pam Goodfellow of BIGinsight, a service provided by Prosper Business Development, said in a statement.

These findings may represent figures from 2012, but it does show the importance of making sure that your business has a mobile app. Even brick-and-mortar companies can benefit from cell phone and tablet technology. These handheld gadgets have enabled consumers to do pricechecks, look for coupons and submit price match requests in a matter of minutes. A lack of a user-friendly, mobile-ready site may allow competition to pass you by.

If you are interested in learning more about how mobile website optimization can help your enterprise succeed, then consider working with internet advertising agencies. Firms like Key Media Solutions can collaborate with you on everything from search engine optimization to mobile app development.