Rating: Consumer confidence in mobile purchases risen thanks to iTunes
New research carried out by performance marketing specialists Intela has found that consumer willingness to purchase goods and services over their mobile devices has increased in the past twelve months. Now around 50 per cent of UK smartphone owners now happy to spend over £10 on their mobile. The findings are taken from the Intela Mobile Consumer Report 2013 which polled 1,000 UK and 1,000 US smartphone owners. Intela’s research also identified email as the best trigger to drive mobile purchases.
Despite the recent attention mobile display ad formats have attracted, thanks to innovations such as real-time bidding (RTB), the findings found that m-commerce promotions which make use of mobile display, fail to influence to consumer purchasing decisions.
In fact, the research identified that e-mail optimised for mobile is the key trigger for one in three Americans (36 per cent) and one in four UK consumers (27 per cent) – driving them to action and to make a mobile purchase.
In contrast banner ads on mobile sites proved to resonate just one per cent UK smartphone owners, however no US smartphone owners highlighted these as effective in eliciting responses from them.
Slightly more (56 per cent) of American smartphone owners are happy to spend $10 on their mobiles (but then £10 is worth more).
Overall this willingness to spend shows the positive impact of the ‘iTunes effect’, says Intela.
This has encouraged consumers to make regular micropayments for music or apps over mobile builds, the company argues.
Not only this, but the research also finds they are now ready to move beyond these minimal payments and are prepared to make more significant and larger mobile purchases.
Businesses invested in the m-commerce space will be encouraged to learn that almost one in two US consumers (44 per cent) and 40 per of Brits are now more likely to make a purchase over their mobile device compared to a year ago.
Guénolé Le Gall, head of mobile with Intela commented, “Waves of innovation in smartphone technology has meant mobile commerce is finally becoming a tangible reality for consumer facing businesses.”
“In line with this, we can expect the mobile channel to be the subject of increased performance for advertisers and marketers.”
“As people get more dependent on their devices, mobile commerce’s prominence will grow – just as e-commerce did as online technologies improved.”
The ‘Intela Mobile Consumer Report 2013′ also reveals that the most popular purchases smartphone owners make on their mobile are for retail goods, with 40 per cent of UK and 47 per cent of smartphone owners most likely to purchase these over anything else.
Intela’s research was conducted by OnePoll. All figures, unless otherwise stated, are from OnePoll. Total sample size was 1,000 UK and 1,000 US smartphone owners.