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.
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.
• Mobile ad expenditure expected to quadruple by 2016
• Confessions of a Cannes Mobile Lions jury member • with tips for awards entrants •
• Guide to mobile agencies • latest profile: The Hyperfactory •
• Cannes Mobile Lions winners 2012 – winners with videos and case studies
• Guide to mobile ad networks 2012 • with 5 new ad networks •
• Mobile events 2012: best conferences, great discounts and free tickets
• Role of mobile in publishing – friend or foe? Interview with Judith Curr, Atria Books
• Safaricom M-PESA – building a mobile business centered on essential services
• The insiders’ guides to world’s greatest mobile markets
• Guide to mobile industry awards
• The big compendium of global mobile stats