The UK currently has the highest number of consumers participating in mobile commerce, leading the way in Europe according to new findings from the Mobile Marketing Association (MMA).
In April 2010, 19% of UK consumers participated in mobile commerce, followed by 13% of Germans 9% of French, says the latest Mobile Consumer Briefing.
18-34 year olds represent the primary drivers of mobile commerce across all three markets surveyed, with 29% of British consumers, 21% of German and 15% of French in this age group making transactions in the April 2010.
Respondents used their mobiles to purchase mobile content, goods and services as well as other digital content; with most agreeing that the transactions were quick and easy.
Consumers surveyed across all age groups demonstrated even stronger market interest in mobile transactions in the future, demonstrating clear market opportunities for mobile as a fast and convenient way for consumers to make transactions.
Across all three countries, the most common form of mobile commerce was found to be the purchase of content for mobile phones (e.g. ringtones, applications), with 12% of UK, 8% of German and 5% of French respondents making a mobile content purchase in April 2010.
Purchases were not entirely concerned with mobile content or even restricted to products available through operator billing. For example, the purchase of goods and services and collection or redemption of loyalty points (like airline miles) were the second most common form of mobile commerce in France, suggesting a growing opportunity to use mobile for CRM and customer loyalty campaigns.
The mobile web was the medium used most frequently for mobile commerce overall, accounting for roughly half of all transactions.
This differed slightly in the case of mobile content, with 52% of UK respondents preferring to purchase mobile content via the web, compared with 49% of Germans preferring messaging (SMS, IM, MMS) and 56% of French respondents preferring to buy via mobile applications.
While most felt transactions were quick and easy, only half of respondents felt they were secure and trustworthy, indicating a need for the industry to educate consumers on the security of mobile payments and address any concerns that may hold back adoption.
“Mobile commerce is beginning to change the mobile retail landscape,” said Dr. Peter A. Johnson, VP of Market Intelligence for the MMA.
“Rapid adoption of smartphones and use of app stores has provided fertile ground for mobile commerce growth to date and this will only accelerate in the coming years. As consumers become increasingly comfortable and confident with paying for goods and services through their mobile it is possible to see m-commerce becoming mainstream or perhaps even the dominant form of transactions.”
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