European consumer attitudes to mobile commerce - Key barriers and opportunities

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.