The majority of US adults will have their purchasing decisions influenced by a mobile device, a new report has revealed.
A joint survey conducted by Sybase 365 and the Mobile Marketing Association found that 87 per cent of respondents will use their mobile device to change the way they shop this Christmas, with an additional 50 percent planning to make a purchase with their mobile device. These purchases will either be made via the mobile web, with apps, using their mobile at the point of sale or through SMS.
Furthermore, consumers are also planning to use their mobile device to compare the prices of products, researching deals and coupons, looking at product reviews, avoiding long queues, and tracking loyalty points. Last year, just 62 per cent of respondents to the same survey revealed that they used their mobile to assist their purchasing decisions over the holiday season, highlighting how mobiles are playing an increasingly important role in the customer transaction journey.
The poll of 1,000 adults in the US revealed that there also a number of improvements which could be made to improve the attractiveness of mobile payments. A total of 61 per cent of consumers revealed that they would be more willing to use their mobile devices to help them make purchasing decisions at if improvements were made to the consumer experience. Among the improvements cited by respondents which could encourage them to use their mobiles more included the inclusion of more accurate results that are relevant to their shopping habits and exact location. Furthermore, people also would like to see more secure connections to ensure their transactions are safe and faster connection speeds so that they can get immediate results before making a purchase.
“The results from this survey clearly indicate that we are starting to see meaningful adoption of mobile commerce solutions,” said John Sims, president of Sybase 365, a division of SAP.
“While progress is being made, the industry needs to make a collective effort to better educate and inform consumers about pressing issues surrounding mobile payments, such as available technology, security, and usage benefits. This will ensure that consumers are comfortable enough to embrace this extremely pervasive industry as part of their everyday lives.”
This phenomenon is not restricted to the holiday season either, with 42 per cent of respondents revealing that information they found using their mobile devices influenced their decision the last time they made a purchase.
“Consumer adoption of mobile will continue to climb as new technology is introduced and evolves,” said Michael Becker, managing director of the MMA.
“With mobile payment and commerce options expanding, marketers have an unprecedented opportunity to leverage mobile along the path to purchase and turn awareness into preference and preference into transactions.
“The survey results indicate that consumers are ready and willing to use their mobile device not only to search brands but purchase as well. It is up to the industry to advance the mobile commerce experience and take advantage of this opportunity to engage more meaningfully with consumers.”
Dynmark is the power behind global cloud mobile messaging and mobile marketing. We help organisations from SME through to global enterprise, to leverage the power of messaging as a business communication tool, for marketing or operational uses. Read more about Dynmark here.