Mobile Shopping

Mobile Shopping Reaches New Heights

Now more than ever, mobile ads play a critical role in mobile shopping to generate purchase interest, aid product discovery, and cultivate word of mouth. The IAB released new figures at the IAB MIXX Conference detailing the differences between consumer purchases on mobile across 19 countries. Not only did the study conclude that mcommerce isn’t just on the rise – it segwayed that mobile commerce has become the world’s new normal. Mobile shopping is now habitual – a global phenomenon driven by value and convenience. We’ve summarised the findings:

  • 76% of APAC’s mobile internet users across all 19 countries have purchased something on a mobile device in the past 6 months.
  • Mobile purchases and payments account for 33% of Australians’ total monthly purchases, while 36% of Singapore mobile users including in-store purchases made using mobile payments.
  • 31% of Australians use their mobile device to buy products/services on a weekly basis.
  • 61% of APAC say they’ve been making mobile purchases for over a year, while 39% just recently adopted mobile commerce.
  • 76% of mobile purchasers are satisfied with their purchase experience.
  • 56% of Australians plan to make more purchases via mobile in the next 6 months.
  • 49% say convenience drives mobile purchases, while 46% say saving time is the key reason for buying via mobile.
  • 44% of mobile purchasers bought a product on their mobile device after viewing it in-store, while 38% have done the same after researching via laptop/PC.
  • 46% say they’ve used a competitor’s website or app to look for a better price while in a retail store, while 23% of Australians say messaging apps are more influential in making mobile purchases.
  • 72% of APAC’s mobile purchasers have engaged with a mobile ad in the past 6 months.
  • 36% like to share mobile purchases and experiences online.
  • 23% of mobile purchasers in APAC have used a mobile wallet to pay for products or services.

Although most APAC smartphone users have incorporated mobile shopping into their purchasing journey, security concerns create gaps in the process. 44% of mobile purchasers saying trust is a barrier that keeps them from making more mobile purchases, meaning mobile shoppers highly regard privacy, and the security of their information. Marketers who build trust in preventative security measures and assure mobile purchasers by using security verifications consumers are already familiar with will succeed quicker than those who don’t allocate the budget. A combined initiative can help foster trust and strengthen consumers’ concept of security, inevitably empowering mobile shopping to reach it’s full potential.

The percentage of mobile users who purchased a product via their mobile device, even after seeing it in-store or on a desktop, shows how much more comfortable Australians are becoming with mobile shopping, and that convenience and personalisation truly are key in the path to purchase. While mobile isn’t always a direct purchase channel, it helps along the customer’s purchasing journey, both online and offline. The addition of showrooming and webrooming transitions mobile commerce into the multichannel experience, as the level of convenience it brings to consumers takes mobile shopping to new heights.

Mobile payment options shouldn’t be overlooked as more consumers become comfortable with the technology. Although it represents a modest amount in the payment mix, mobile wallet options are proven to grow mcommerce. The majority (76%) of APAC’s mobile shoppers have recently engaged with a mobile ad (within the last 6 months), providing proof of a positive momentum of the future of mobile purchasing across Australia, and forewarning us of what’s to come for mcommerce. It’s time for marketers to capitalise on this behaviour, and feed APAC’s appetite for mobile shopping – an appetite that craves convenient, personalised options, and rich, interactive experiences.

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