EMMAs

Convenience is Key Driver in mCommerce

Tim Maytom

Generic-Stock-Shopper-LBS-geogate.jpgAlmost one in five consumers expect over 50 per cent of their overall digital spending to be carried out via a mobile device this year, according to a new survey by mobile ad network BuzzCity. The convenience of mobile is driving massive growth in the popularity of mCommerce, with 69 per cent of mobile users now browsing and buying products on their devices, up 10 per cent from 2013.

The report also revealed that retailers without mCommerce sites need to update their offerings quickly or else be left behind, with 19 per cent of those surveyed claiming they are unlikely to shop on websites that are not user-friendly on a mobile device. Security was also a common concern, with around 20 per cent of consumers expressing a desire for more secure payment options.

"Mobile devices are intrinsic to how we live our lives – the first thing we reach for when we wake up and the last thing we look at before closing our eyes to sleep," said Dr KF Lai, CEO and founder of BuzzCity. "This research shows how much more comfortable and trusting consumers have become in shopping via mobile.

"Key to continuing the appetite for mobile commerce is the user experience. Brands need to perfect fast and secure payment platforms and personalised customer relationship management in order to benefit from the increasing number of shoppers who use the mobile. Retailers and service providers also need to look at how the in-store experience can be mirrored on mobile; ensuring convenience, reliability and excellent customer service throughout a transaction."

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