Average Mobile Transaction Increases 43 Per cent to £17.49

[img_assist|nid=14233|title=|desc=|link=popup|align=left|width=150|height=150]The amount consumers are spending per transaction on mobile has increased by 43.3 per cent during 2011 to £17.49, compared to a figure of £12.20 in 2010.

The statistic comes from new research released today by the Internet Advertising Bureau (IAB), looking at consumer attitudes towards mCommerce. The study, which is the second wave of mCommerce consumer research to be released by the IAB, was based on over 1,000 interviews with a nationally representative sample of mobile owners.

The IAB partnered with research agency Work to look at four key areas of mCommerce: researching purchase on mobile; experience enhancement; purchasing direct to the mobile bill; and purchasing using a card or bank details.

In addition to the increased spend per transaction, the results also highlighted a change in the reasons why people use mCommerce, as it moves away from being seen as an ‘experiment’ (25 per cent), towards being the ‘easiest way to do it’ (42 per cent). Interestingly even though the barriers to using mCommerce in 2011 remained much the same as in 2010, for consumers, the feeling that mobile internet is ‘too expensive’ has reduced by 16 per cent, while the preference for PC over mobile has declined by 7 per cent.

Websites are the preferred platform for mCommerce, with 40 per cent preferring to go direct to a brands site to buy a product, compared to 17 per cent preferring an app. Furthermore, consumers appear to spend more on sites, as the average transaction was £20.77, compared to just £13.15 via an app.

Near Field Communication (NFC) is seen as a positive move for mobile, with 74 per cent of consumers stating they felt the service would be a good idea. The products that mCommerce consumers said they would be most happy to purchase via NFC were travel (57 per cent), entrance fees (51 per cent), and drinks/snacks (49 per cent).

“It has been interesting to see from this study that the same people who were using mCommerce a year ago continue to use it in 2011, but this time are spending significantly bigger amounts on their mobile phone,” says Alex Kozloff, senior mobile manager at the IAB. “Furthermore, there is clearly a consumer appetite to use mCommerce in store, so it will be fascinating to see consumer adoption of NFC, as the technology becomes more commonplace in the UK.”