Mobile commerce has proven itself to be a growing factor for some time now, and new global research points the arrow to up.
A new mobile shopping study has found that mobile commerce is growing 42% annually over a four-year period. Even though it is still a relatively small portion of online spending.
According to the research, smartphone purchases account for 9% of online spending and tablets account for 5%.
The study comprised a survey of 18,000 adults with an internet enabled device and included consumers in 22 countries. The research was conducted by market research firm Ipsos for PayPal, which said it has seen its mobile growth rise from less than 1% of its payment volume in 2010 to more than 20% last year.
A third (33%) of online shoppers made at least one purchase via smartphone in the past 12 months and 20% did via tablet. It does differ by country as well.
A separate study by PwC found that almost half (47%) of consumers globally have made a purchase via phone, up from 30% two years ago.
The top mobile shopping markets are China, Turkey and the United Arab Emirates, according to Ipsos.
Consistent with numerous other studies, consumers are using their smartphones to check out products in advance of a purchase. Here’s how they use their smartphones relating to commerce:
- 36% — Search for product information
- 27% — Help locate/find information about a store
- 25% — Read customer or user reviews
The obstacles to smartphone shopping seem to revolve around personal preference. Of those who have not used their smartphones to shop in the past 12 months, here’s why:
- 39% — Prefer to purchase online from other devices
- 34% — Screen size is too small
- 28% — Prefer to access the Internet via other devices
The top challenge cited in the PwC study was concern about whether personal credit information was secure. Commerce continues to climb upwards, but there clearly are some bumps in the road ahead.
For more information on how to implement these strategies into your dealership’s mobile ad campaigns, contact Elena Ciccotelli at firstname.lastname@example.org for a free consultation.