RESEARCH: 75% of Mobile Users Globally Purchase on Smartphones or Tablets
What: Mobile Ads & Social Media can trigger purchase interest and aid product discovery, according to IAB'S latest “Mobile Commerce: A Global Perspective,” a mobile users survey carried out in 19 Countries.
Why it matters: Three-quarters (75%) of smartphone and tablet users said they have purchased a product or service on their smartphone or tablet in the past six months. Brazil, Canada, Colombia, the U.K., and the U.S. reported the highest levels of clicking to purchase.
Mobile shopping and purchasing have become the norm across the globe, according to“Mobile Commerce: A Global Perspective,” an in-depth survey of mobile users from 19 countries around the world, released by the Interactive Advertising Bureau (IAB) at the IAB MIXX Conference.
Three-quarters (75%) of smartphone and tablet users said they have purchased a product or service on their smartphone or tablet in the past six months. Among these recent mobile purchasers, nearly a quarter (23%) buy on mobile devices on a weekly basis.
Overall, 57 percent of the mobile purchasers surveyed say that they have been buying on mobile for over a year. More than a quarter (28%) made their first mobile purchase in the last six months.
Austria, Peru, and Colombia are key new adopter markets, with significantly more consumers making their first purchase on mobile within the past year, followed by Mexico, France, Turkey, and Chile.
The mobile shopping experience, enhanced by the combination of convenience, time saving, and price, won high marks from the majority (80%) of those polled. Sixty-two percent plan to purchase more products and services via their smartphone or tablet in the next six months. Mobile purchasers in the U.K., Brazil, France, Ireland, and Peru expressed the greatest propensity for increasing their mobile shopping activities.
Seventy-six percent of mobile purchasers said that they had engaged with a mobile ad in the last six months. On average, 33 percent clicked on the ad to find out more information, while 28 percent clicked to visit the advertisers’ websites, and 21 percent clicked to purchase. Brazil, Canada, Colombia, the U.K., and the U.S. reported the highest levels of clicking to purchase.
The leading destinations of mobile purchases include retailer sites/apps, auction sites/apps, and brand sites/apps.
Consumers purchase a wide range of products and services on mobile.
- From mobile apps (43%)
- fashion items (41%)
- tickets (36%)
- household items (25%)
It should be noted that in South America, public service payments is also key product areas for the region. Cross-channel research and purchase is becoming the new norm. Mobile devices serve not only as a platform for direct purchase, but also aid consumers in their purchase journey, driving multiplatform purchase behavior. Both ‘showrooming’ and ‘multiscreening’ are taking place - 44% of mobile purchasers have purchased a product on their mobile device after checking it out in store, 38% have done the same after researching via laptop/PC. On the flip side, research conducted on mobile devices leads to purchase via other channels – both digital and non digital.
80% of mobile purchasers are satisfied with their purchase experience to date. Consumers indicate a positive momentum of their future purchases on mobile. 62% plan to purchase more products and services via their smartphone/tablet in the next six months. This appetite for future purchase is seen across all markets – although it should be noted some may require greater attention than others in order to capitalise upon this momentum.
- Convenience (49%) and time saving (46%) are the key drivers of mobile purchases.
- Price (34%) also plays an important role.
- 44% of mobile purchasers cite ‘trust’ as a barrier for purchasing more via their smartphone/tablet
- while 31% feel they have no need.
In terms of trust, security and privacy are the key concerns. In order to win back the hearts of those who are dissatisfied with their experience, proving value, reducing cost of transaction and improving purchase experience is a must.
Mobile & Social media
Social media plays an important role. Sixty percent of mobile purchasers from around the world saying they often discover products and services to buy on social platforms. More than one-third (36%) of mobile purchasers leverage social media to share their mobile purchase experience.
76% of mobile purchasers have engaged with a mobile ad in the past six months:
- On average, 33% clicked on the ad to find out more information
- 28% clicked to visit the advertisers websites
- 21% clicked to purchase!
Social media plays a key role in product and service discovery. 60% of mobile purchasers often find new products and services to buy via this channel.
The influence of social media in product discovery is most pronounced in South America. And it also offers consumers a channel to share their mobile purchases and experiences. 36% indicate they like to share mobile purchases and experiences online. Given the strong levels of satisfaction consumers display with their mobile purchase experience, there are opportunities for digital merchants and retailors to encourage and motivate consumers to share their positive sentiment via social media.
“Pressing the ‘buy’ button on mobile devices is now a regular occurrence the world over,” said Anna Bager, Senior Vice President, Mobile and Video, IAB. “Marketers and media agencies need to fully embrace smartphones and tablets as a critical pathway for all shopping activities and increase investment if they want to build meaningful relationships with mobile consumers, driving them from discovery to purchase.”
The report shows that credit/debit cards on mobile web and online payment services are the most popular payment methods (40% and 37%, respectively).
Mobile wallet users
Mobile wallet users are the most heavily engaged in mobile commerce, purchasing more frequently on mobile (36% weekly vs. 23%) than average mobile shoppers. In addition, they are more likely to engage with mobile ads (82% interacted vs. 76%). Driven by the ease of purchase, 18 percent have used a mobile wallet for mobile purchases in the past six months. At 47 percent, mobile wallet usage for purchases on smartphones and tablets is strongest in China, followed by Norway (42%), the U.K. (24%), and Japan (20%). Online and off, mobile wallet users have leveraged the technology to pay for a range of items, including:
- Mobile app downloads or updates (43%)
- Digital content, such as films and music (42%)
- Physical products ordered from a website or app (41%)
- Food or drink in a shop, cafe, or bar (40%)