Netimperative
Netimperative
  • Home
  • Ads
  • Content
  • Mobile
  • E-commerce
  • Social
  • Regulation
  • Video
  • Viral
Menu
  • Apple
  • Amazon
  • Facebook
  • Google
  • twitter
  • WhatsApp
  • YouTube

23 million Brits have used phone to make purchases

October 18, 2010

New research from the Internet Advertising Bureau – the trade association for online and mobile advertising – reveals that mobile commerce has already become widely adopted in the UK, with 51% of mobile owners (23 million people) using their device to make payments, redeem coupons or research products and services.

The study shows once again the urgent need for retailers to catch up with the mobile consumer and enhance the user experience to ensure they don’t miss out on sales.
The study – based on a nationally representative sample of over 1000 mobile owners and carried out by work research – was designed to investigate genuine consumer engagement with m-commerce in the UK.
It found that 43% of respondents had used mobile to conduct research for a purchase, whilst 40% have used their mobile phone to check shop details such as contact information, location and opening hours.
Usability was found to be key, with those who find research easy 16% more likely to make a purchase than those who don’t.
The study shows just how significant the mobile phone now is within the path to purchase, as well as how increasingly sophisticated mobile consumer behaviour has become, showing that:
• Consumers are buying already. 37% of people have used their mobile to purchase a service/product direct to their phone bill. Within this, 32% have paid for downloaded content, 21% have used a shortcode to pay for a product/service, and 13% entered a phone number to pay for a product/service.
• Average spend is high. 27% of mobile owners have used mobile to purchase via cards, bank details or PayPal. This includes buying an app through an app store (21%), via mobile website (19%) and via an app itself (15%). Consumers purchasing via these means are spending an average of £12.20 each time.
• Mobile is convenient. 42% of consumers who made a purchase on mobile did so because they felt it was the easiest option. The mobile phone has also become a essential part of personal admin, with a fifth of mobile users (21%) already using coupons and vouchers on their mobile, with 23% having used their mobile phone as a ticket for events or travel.
• Smartphones are driving growth.Smartphone users were found to be 63% more likely to engage in m-commerce than all users. Of those mobile users who had not engaged with mobile commerce, 35% were simply unable to because their current handset did not allow it.
• The mobile consumer is spontaneous. Of those consumers who had made a purchase via their mobile device, around a third (31%) did so due to a spontaneous or impulsive decision. A quarter of people (25%) liked the experimentation factor of purchasing via their mobile phone.
Alex Kozloff, mobile manager at the Internet Advertising Bureau said: “Whilst m-commerce is on the radar for many retailers, our research highlights the need for more urgency in terms of developing a mobile presence and ensuring the user experience is as smooth and secure as possible.
“Almost half of mobile users are making purchases, and of those who don’t, half again are certain they will in the future, so investment in a solid mobile retail presence is essential. The IAB is committed to helping these brands adapt, providing a steady stream of research and guidelines to facilitate a better understanding of the mobile consumer.”
www.iabuk.net

Uncategorized advertising, brands, content, retail, smartphones

Archives

Tags

advertising agencies Amazon analytics Android Apple apps Australia BBC brands Brazil broadband China Christmas comScore content digital marketing ecommerce email Entertainment Europe Facebook France games Germany global Google government images infographic local marketing media Microsoft music Privacy retail Search security smartphones technology Twitter UK video YouTube

Recent Posts

  • Top six Valentine’s Day ads for 2022
  • 2021 Halloween: digital marketing campaigns we loved this year
  • Empowering employees; the critical link between EX and CX
  • Investing in in-app social features is a must in a world that is crying out to be connected
  • QR codes, Gen Z and the future of OOH

Copyright © 2025 Netimperative.

Magazine WordPress Theme by themehall.com

We use cookies to improve the website and your experience. We’ll assume you’re okay with this, but you’re welcome to opt-out
Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT