IAB UK: M-Commerce Consumer Wave
The trends of consumer usage of M-Commerce in the UK are presented, as well as five videos showing interviews with consumers about their M Commerce habits.
Key insights from the study include:
- Consumer usage of M-Commerce has been very from 2010-2011but the reasons why people are using M-Commerce do seem to be evolving
- Barriers to using M-Commerce have stayed much the same- but what would encourage users to do more depends on their current level of interaction
- Sites are clearly the way most people want to transact, and by not having one retailers miss out- but the language must be clear
- Mobile has clear influence on instore purchases and this will only increase with the advent on NFC, which most people feel positive about