A Day in the life of a US mobile commerce user: stats on who, what, when, where of m-commerce

The following slideshow from On Device Research shares some interesting insights into the mobile commerce behavior of US mobile consumers, from some research undertaken for the Interactive Advertising Bureau (IAB) earlier this summer. Although quite a small survey group of 260, the research is more in-depth than most and focuses just on mobile phone users (ignoring tablets). Plus On Device’s surveys are conducted via the mobile Web, which, to mobiThinking’s mind, makes the research all the more relevant.

Interesting observations:

1. Mobile enhances real world commerce – people use mobiles mostly to look for product information (28 percent) or find store locations (18 percent)… the second is particularly important when out and about.
2. The biggest driver for m-commerce is ease (24 percent), followed by mobile ads (22 percent).
3. Purchasing via mobile peaks in the late afternoon/early evening.
4. M-commerce actions are more likely to occur at home (47 percent) than other locations e.g. out and about (29 percent) or at work (10 percent).
5. Majority (64 percent) of people engage in m-commerce while using other media – in particular TV (36 percent).
6. Majority (76 percent) of m-commerce users have used their mobile in-store, in particular for calling or texting for advice (49 percent), checking prices (34 percent) and take photos to send to others (34 percent). Most (53 percent) have abandoned a purchase in-store following use of a mobile phone.
7. Mobile ads are welcomed by consumers, with most (70 percent) seeing mobile ads as a personal invitation rather than an invasion.
8. Mobile ads should give consumers more than just a ‘check out’. Many (40 percent) want to be able to click through to find out more about the company’s broader product offering.
9. Consumers appreciate more relevant ads, liking personalized ads (30 percent), but only if they’ve given permission (27 percent). Localized ads are particularly important.

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