Over half of mobile media users into m-commerce - survey
Tuesday 20 November 2012 | 16:24 CET | News
Nearly nine in ten (88 percent) of the world’s mobile media users now engage in mobile content and commerce (up from 82 percent in 2011), according to a 10-country annual survey carried out by MEF, the Global Community for Mobile Content and Commerce, in partnership with On Device Research. Mobile commerce is defined as anyone using a mobile phone for research, purchase or banking.
The report shows that 80 percent of people now use their phone for research, up from 58 percent in 2011, of whome 69 percent then went on to make a purchase via mobile. Among over 35s, the number of people who use their phone for research is 88 percent. Similarly, 55 percent of people have purchased from their mobile but the figure is 64 percent for over 35s. Over a quarter (27 percent) of those surveyed used a card for m-commerce, against just 14 percent making payments via the phone bill (not including purchasing airtime). Entertainment (25 percent) and convenience (26 percent) are the primary reasons for engaging in mobile commerce but trust is also important with 13 percent citing ‘from a brand I know and trust’ as a key reason for purchasing via mobile. Approximately 35 percent of respondents admit that concerns around trust are acting as a barrier to purchasing more from a phone.
Some 64 percent of consumers now use their devices to conduct mobile banking (up from 57 percent in 2011).
The biggest rises in mobile content and commerce are in growth markets, including Qatar (73 percent in 2011 to 86 percent in 2012), India (85 to 90 percent) and South Africa (89 to 95 percent). In contrast, mature markets such as the UK have remained static at 91 percent for 2011 and 2012.
The lion’s share of mobile commerce is still centred on digital purchases rather than ‘real’ ones. However, considerable growth is taking place in the ‘physical’ sector. In 2012, 54 percent bought digital products, unchanged from 2011. Some 31 percent purchased physical items in 2012 rising from 24 percent in 2011.