Email Influences Mobile Purchases – Banners Do Not?

36 per cent of Americans and 27 per cent of US consumers were influenced by a mobile-optimised email to make a purchase on their device. In contrast, just one per cent of UK smartphone owners and nobody in the US said that banner ads drive them to make a purchase, according to OnePoll research on behalf of Intela.

OnePoll asked 1000 people in each country and found that half of UK smartphone owners are now happy to spend over £10 on their mobile. 56 per cent of Americans said they would spend more than $10. The most popular purchases made by smartphone owners are retail goods.

The Intela Mobile Consumer Report highlights the ‘iTunes effect’, which has encouraged people to make regular micropayments for music or apps, but says people are now ready to make more significant mobile purchases.