When Your Smartphone Buys for You
Monday January 04, 2010 20:29:09
Smartphone owners are more comfortable
buying from their handsets, but that poor mobile site
functionality is still a turn-off for many. Research company
Compete has released the results of its quarterly Smartphone
Intelligence survey, which also says mobile commerce
(m-commerce) is ready to explode in 2010.
The survey provides behavioral and
survey-based insight into how consumers are using their
iPhones,
Blackberries, Android devices, and other
smartphones.
Here are the key findings:
-
37% of smartphone owners have purchased
something non-mobile with their handset in the past 6
months.
-
19% of total smartphone owners have
purchased music from their device, 14% have purchased books,
DVDs, or video games and 12% have purchased movie tickets.
-
40% of Android owners and 51% of
Blackberry owners would spend $500 or more to buy a product
from their mobile phone, compared to 9% of iPhone owners.
-
The most popular mobile
shopping-related activities are still research related --
41% of iPhone users and 43% of Android users are most likely
to check sale prices at alternative locations from their
mobile phones while they are shopping.
-
The second most likely activity is
accessing consumer reviews, with 39% of iPhone owners and
31% of Android owners investigating reviews from their
handset before they purchase.
While m-commerce is poised for explosive
growth in 2010, consumers are still more likely to abandon
mobile purchasing on sites that are not optimized for the
on-the-go experience, similar to shopping cart abandonment in
the early days of e-commerce, says Compete.
Compete's Q3 Smartphone Intelligence
survey found that 8% of smartphone owners that tried to
purchase a product on their device were unable to do so.
And 45% of those that abandoned the
process reported that they did so because the site would not
load, and an additional 38% left the site because it was not
developed specifically for smartphone users.
The survey findings were released today,
Jan. 4.
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