Version:1.0 StartHTML:0000000222 EndHTML:0000006120 StartFragment:0000002418 EndFragment:0000006084 SourceURL:file://localhost/Users/william.hernandez/Documents/Microsoft%20User%20Data/Saved%20Attachments/7.2.CLBank
The primary drivers of mobile commerce in three European markets–United Kingdom, Germany and France–are consumers ages 18 to 34, suggest data from Lightspeed Research on behalf of the New York-based Mobile Marketing Association.
Lightspeed conducted the online survey research between April 22 and 26 with 1,000 consumers in each market. Survey respondents used their mobile phones to purchase mobile content, goods and services and other digital content, according to the report “Mobile Consumer Briefings.”
Of the three countries, the UK had the highest percentage of consumers, 19%, conducting mobile commerce, followed by 13% of German and 9% of French participants, the report notes. Of those individuals, 29% of British, 21% of German and 15% of French consumers were between ages 18 and 34.
Most respondents said mobile transactions were quick and easy. Overall, consumers surveyed expressed strong interest in conducting mobile transactions in the future.
“Rapid adoption of smart phones and use of [application] stores has provided fertile ground for mobile-commerce growth to date, and this will only accelerate in the coming years,” Peter A. Johnson, the marketing association’s vice president of market intelligence, said in a news release. “As consumers becoming increasingly comfortable and confident with paying for goods and services through their mobile [phones], it is possible to see mobile commerce becoming mainstream.”
In each of the three countries, consumers who made mobile transactions purchased content for mobile phones, such as ring tones and applications. In the UK, 8% of participants made mobile purchases in April, while 8% of German and 5% of French respondents did so.
Being billed by their mobile operator on the statements was the most-popular method consumers used to pay for mobile-content purchases, cited by 52% of British, 54% of German and 56% of French respondents. However, digital payment options such as PayPal appear to be gaining in popularity, especially for nonmobile content purchases, the marketing group and Lightspeed say.
Respondents in all three countries said they were most likely to make mobile-commerce transactions over the next 12 months to secure discounts, use coupons or to gain loyalty points. Respondents used mobile Web browsers for more than half of all their mobile transactions.
“This research provides invaluable insight into consumer attitudes toward mobile commerce that can help marketers understand the opportunities in this new channel,” Ralph Risk, Lightspeed marketing director, said in the news release. “Clearly there is a market for mobile transactions now and in the future, which is not just limited to mobile-related purchases but for anything that consumers might pay for over the Internet or in person.”
Representatives from Lightspeed and the marketing association were not available for comment.
What do you think about this? Send us your feedback. Click Here.