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M-commerce growing as influence increases on consumers

A new report has identified what it says is a growing acceptance of mobile commerce (m-commerce) among UK consumers, helped by the increasing influence on purchasing decisions by mobile marketing campaigns.

The report, by mobile advertising specialist InMobi, claims that 63 per cent of consumers surveyed made use of m-commerce in recent months, with the most popular transactions involving the purchase of digital content (47 per cent of those surveyed) – followed by physical products (34 per cent), payment of bills (26 per cent), and service purchases (21 per cent).

Moreover, the report claims use of m-commerce is likely to increase in the very near future, with 71 per cent of respondents saying they would probably utilise the facility over the next year or so.

One of the reasons cited by the report for the strong performance of m-commerce is convenience – with 61 per cent of respondents saying they think that using their mobile phone to buy goods and services is easy, helped by the fact that the device is always at hand.

A second reason given in the report is the increasing influence that mobile marketing campaigns are enjoying among consumers.

According to the report, 21 per cent of respondents said that mobile advertising campaigns had influenced their online mobile purchasing activity, while 20 per cent said that such campaigns had also led to them making retail purchases when out shopping. InMobi’s head of UK sales, Lee Blyth, said:

“The findings show that archaic perceptions of mobile advertising being intrusive are long gone.”

The report also found growing trust in m-commerce, with 26 per cent of early adopters of the technology now happy to spend up to £50 on transactions.

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