Member Article

Convenience key to the rise of m-commerce

The latest quarterly mobile report from BuzzCity, the global mobile advertising network, shows that people are becoming more comfortable in using mobile devices to shop.

Nearly three quarters (69%) are now browsing or buying on their devices, representing an increase of 10% since 2013.

The biggest influencer of this is the convenience of mobile, with one in five users (19%) expecting more than 50% of their overall spend to be made via a mobile device. Even smaller priced items are now purchased by 16% of consumers, accounting for 10% of their overall spend.

Further reasons for shopping via mobile are the variety of products available (18% of consumers), the experience of discovery (16%) and the speed of delivery (14%).

While the move from instore to m-commerce is evident from the research, there are still barriers to the adoption of mobile retail.

19% claim that they are unlikely to shop on websites that are not user-friendly on a mobile device, with 19% also expressing concerns around the security of payments.

Dr. KF Lai, CEO and Founder of BuzzCity comments “Mobile devices are intrinsic to how we live our lives – the first thing we reach for when we wake up and the last thing we look at before closing our eyes to sleep.

“This research shows how much more comfortable and trusting consumers have become in shopping via mobile and as a result, one in five (19%) users expect over 50% of their overall purchases to be aided by mobile devices.”

“Key to continuing the appetite for mobile commerce is the user experience. Brands need to perfect fast and secure payment platforms and personalised customer relationship management in order to benefit from the increasing number of shoppers who use the mobile channel.

“Retailers and service providers also need to look at how the in-store experience can be mirrored on mobile; ensuring convenience, reliability and excellent customer service throughout a transaction”.

The latest BuzzCity report is part of an ongoing study on consumer shopping habits and includes data taken from 20,000 mobile surfers across 17 countries in Europe, Africa, Asia, and The Americas. The survey was conducted between 19 November and 27 December 2015.

The report can be downloaded in full at http://www.buzzcity.com/l/reports/The-BuzzCity-Report-Vol-6-Issue-1.pdf.

This was posted in Bdaily's Members' News section by BuzzCity .