Nearly 4 out of 10 Mobile Commerce Users Spend More Than $21 a Month via Mobile
According to “The IAB Mobile Phone Shopping Diaries,” a study conducted by On Device Research, mobile commerce is mostly about getting the best price and saving money. Also, about 4 in 10 mobile commerce users spend more than $21 per month via their mobile devices.
The panel for the study comprised 260 respondents who agreed to take part in a three-stage diary project lasting a total of two weeks. The three stages of the study were:
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Pre-survey: screening
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Mobile commerce diary: what, why, how, where, other media?
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Follow-up: motivations, attitudes, future scoping
According to the study, 28 percent of mobile commerce encounters are for finding information about products and services, while 18 percent are for finding store locations, 12 percent are for comparing prices, 9 percent are for purchasing digital content, 5 percent are for purchasing non-digital items, 4 percent are for checking the status on an auction site and 3 percent are for using mobile coupons.
When asked what made them take part in a particular mobile commerce activity, 24 percent of respondents said it was the easiest way for them to do it, while 22 percent credited a mobile ad, 21 percent said it was something they planned to do, 21 percent said it was out of boredom/to fill time, and 20 percent said it was to find the best deal.
In response to the follow-up survey, getting the best price/saving money was cited as the most important or important factor in using mobile commerce.
The top overall category for mobile commerce usage was digital content (76 percent), followed by clothing (38 percent), entertainment activities (e.g., restaurant, movies) (34 percent), consumer electronics (33 percent), health and beauty (31 percent), food and grocery (27 percent), furniture and other housewares (23 percent), and tickets (e.g., events, travel) (21 percent).
For early adopters, digital content (80 percent) was followed by clothing (46 percent), entertainment (46 percent), consumer electronics (44 percent) health and beauty (41 percent), food and grocery (39 percent), furniture and other housewares (27 percent) and tickets (27 percent).
The larger disparities in categories such as clothing and entertainment point to areas of potential growth in mobile commerce and mobile advertising, according to IAB.
The study also found that 38 percent of mobile commerce users, on average, spend $21 or more per month via their mobile phones. More specifically, 32 percent said they spend $1-$20, 12 percent said they spend $21-$40, 16 percent said they spend $41-$60, 10 percent said they spend more than $61, and 30 percent said they don’t make purchases on their mobile phones.
Mobile commerce peaks somewhere around the late afternoon (4-6 p.m.) or early evening (7-9 p.m.). Making purchases via mobile phones peaks in the late afternoon, while comparing/checking prices via mobile phones peaks in the early afternoon (1-3 p.m.).
Forty-seven percent of mobile commerce actions took place at home, while 29 percent happened when respondents were out and about, and 10 percent happened at work.
According to the study, 64 percent of respondents were using/looking at other media while partaking in mobile commerce activities. TV was the top media being viewed concurrently, followed by talking on the phone, desktop/laptop, radio, newspaper and magazine.
Regarding mobile ads, 70 percent of respondents said they viewed them as a “personal invitation ” while 30 percent viewed them as a “personal invasion.”
Source:
http://www.iab.net/mobilediaries
