Today’s consumers are increasingly using their mobile phones when making buying decisions, researching products, sharing information with friends and making purchases. But what makes them buy? And, likewise, what puts them off? For companies looking to tap into this emerging market, this research should help define how to best include mobile as part of an integrated commerce strategy.
The research shows that while m-commerce is still in its infancy, interest in m-commerce is rising. As more consumers upgrade to smartphones, they want to do more while they are on the move. There is clear potential now for certain goods and services to be sold via m-commerce. However, for this potential to be realised a variety of barriers must be addressed by mobile operators, handset manufacturers and retailers alike. Consumers say clearer pricing for mobile browsing and more affordable smartphones with larger screens would boost usage rates. Respondents also think secure and easy payment services should be a key priority for retailers.
European consumer attitudes to mobile commerce
Key barriers and opportunities
UK, France and BeNeLux
A consumer research study commissioned by ATG
ATG Research Report| October, 2009Survey Background
ATG sponsored an independent research in three key European markets to find out how and why customers
shop with their mobile devices ("m-commerce"). Participants were asked about current habits and attitudes
towards m-commerce, likely purchases and factors that would encourage them to use m-commerce in the
future. The research surveyed 2,103 consumers in the UK, France, and Belgium, Netherlands and Luxemburg
(BeNeLux) in September 2009.
1Research Highlights
Research shows Today's consumers are increasingly using their mobile phones when making buying decisions, researching products,
sharing information with friends and making purchases. But what makes them buy? And, likewise, what puts them off?
that interest For companies looking to tap into this emerging market, this research should help define how to best include mobile as
in m-commerce part of an integrated commerce strategy.
is rising. The research shows that while m-commerce is still in its infancy, interest in m-commerce is rising. As more consumers
upgrade to smartphones, they want to do more while they are on the move. There is clear potential now for certain goods
As moreand services to be sold via m-commerce. However, for this potential to be realised a variety of barriers must be addressed
consumersby mobile operators, handset manufacturers and retailers alike. Consumers say clearer pricing for mobile browsing and
upgrade to more affordable smartphones with larger screens would boost usage rates. Respondents also think secure and easy
payment services should be a key priority for retailers.,
smartphones,Below is an outline of the key findings.
there is
clear potential Adoption rates are steady:
for certain .37%of consumers surveyed have tried m-commerce
goods and.33%of the market in France called m-commerce an enjoyable and easy way to shop compared with 23% in the UK
services
and just 3% in BeNeLux
to be sold via .
of respondents have tried m-commerce but find it a difficult way to shop
m-commerce.
11%
Certain goods and services appeal to mobile shoppers:
.31%of purchases in the UK are for cinema and theatre tickets
.30%of purchases in France go towards train and plane tickets
.45%of purchases in BeNeLux are used towards takeaways
. 28%of those surveyed would buy music or DVDs while on the move
2Research Highlights
Unclear pricing is the biggest barrier to adoption:
.37%of consumers surveyed say unclear pricing guidelines for accessing the mobile internet is most preventing them
from using it
.24%say low network service is another key concern
.10%say inflexible data bundles are a major worry
Wi-Fi, affordable handsets and bigger screens would boost take-up:
.31%of respondents say handset manufacturers should offer more Wi-Fi enabled phones so it's possible to connect to
a phone internet connection at no additional cost to make them more likely to shop using their mobile devices
.31%of consumers in BeNeLux say more 3G phones will encourage adoption, compared with just 18% in France and the UK
.27% of those surveyed think more affordable smartphones would boost uptake
.26%of consumers say handset manufacturers should offer phones with bigger screens to enable easier browsing of
the mobile Internet
Secure and easy payment services most important for retailers:
.37%of consumers say providing secure easy payment services would make them more likely to shop using their
mobile device
.25%say mobile-only offers and incentives would encourage them to use m- commerce
.22% think retailers should optimise sites for mobile viewing on smaller screens
.Mobile applications are least likely to convert consumers, with just 15%believing specific applications would make
them more likely to shop from their device
3Insights and Recommendations
m-Commerce is
Mobile commerce is growing in Europe
best managed
The mobile Internet presents new opport... [download for more]
