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

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