Consumers who use their smartphones to shop say the most important feature of a mobile e-commerce offering is the ability to allow shoppers to easily see product photos, according to a recent report from Nielsen.

The report was based on data from a survey of 3,734 adults age 18 and older in the United States who have used their smartphone or tablet for mobile shopping, paying, or banking in the past 30 days.

Some 62% of respondents say being able to see product photos is an important feature when using their smartphone to shop.

Less than half, 48%, say having a mobile-friendly site is important.

Other highly-desired e-commerce features are clear product descriptions (44%), product reviews (44%), and pricing (44%).

About the research: The report was based on data from a survey of 3,734 adults age 18 and older in the United States who have used their smartphone or tablet for mobile shopping, paying, or banking in the past 30 days.