21 per cent of 18-24 Year Olds Would Rather Buy on Mobile
- Friday, March 9th, 2012
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21 per cent of 18 to 24 year olds prefer to purchase products or services on their mobile phones, according to a survey from mCommerce company mBlox. Conducted by Opinion Matters, the research also found that 10 per cent would like brands to send them promotions via mobile.
The survey – of 2,000 mobile users each, in the UK and US – found a significant rise in sustained daily mobile phone usage. 90 per cent of young people spent up to five hours a day on their mobile device – and 8 per cent between five and 10 hours.
“It comes as no surprise that the younger generation is more amenable to mobile marketing than any other,” says Michele Turner, mBlox CMO. “But it would be fair to say that this doesn’t include spam texts or unsolicited phone calls. Companies need to recognise that mobile phones are very personal devices and consumers will only invite brands to communicate to them via their phones under their own terms.”
That concern is borne out by the research – 61 per cent of said they believe being able to opt in, and out, of promotional material is extremely important. Meanwhile, 55 per cent felt that promotions should come from a company or brand they have used before, and – in a spot bad news for location-based targeting – 67 per cent strongly agree that they don’t want brands to know their whereabouts.