Tag: australian mobile commerce

According to the results of a recent analysis, businesses in Australia aren’t keeping up with consumer device use.

PayPal Australia released a report that said Australian mobile commerce is lacking. It stated that businesses simply aren’t keeping up with the way consumers are using their smartphones. This includes many of the different ways in which consumers regularly use their devices.

Mobile device uses analyzed by PayPal for the report included everything from researching a brand to mobile payments.

PayPal released its Australian mobile commerce report as a part of its first ever mCommerce Index. This report will be issued biannually. It will look into the trends in smartphone based shopping and payments within the country.

Among the central report findings was that even though 71 percent of consumers in Australia are using their smartphones to make payments, only 49 percent of companies have mobile optimized.

According to the report, all businesses in the country could benefit from mobile commerce optimization.

Libby Roy, the managing director at PayPal Australia, explained that each business has its own mobile commerce level needs. However, Roy also underscored the fact that all businesses are able to benefit from it in one way or another. “What’s clear is that there are a lot of consumers that are very comfortable using mobile, and businesses need to get on board.”

Roy explained that everything from having an app to simply having a social media presence is important. It is up to businesses to understand the ways in which they can benefit their customers through mobile commerce. This simultaneously allows them to determine how they can grow their own success.

The report indicated that one in three Australians were making weekly mobile payments. One in ten Australians spend over $1,000 per month using smartphone based transactions. On average Australians are using their mobile devices to make $330 in purchases on a monthly basis. And yet, Australian mobile commerce offerings are not keeping up with that consumer shopping trend. What makes the mobile shopping trend a challenge to measure is that consumers use mobile and non-mobile business interactions in combinations with each other before completing a final transaction.

Even leading brands in the country are finding it difficult to provide consumers with the mobile experience they want.

Australia’s leader in retail m-commerce is a company called The Iconic, and while that particular brand may be doing well, as a whole, retailers from that country are facing quite a struggle in pleasing smartphone based shoppers.

This, according to the results of a new study that were released by Episerver.

The Episerver study looked into 20 of the Australia’s “bench mark” retailers and assigned them a score based on a range of different criteria. These various factors produced a final score that rated the companies on whether or not the m-commerce experience met the expectations of consumers. There were more than 100 smartphone and tablet users who participated in the survey that led to the final ratings in the study.

The m-commerce rating study, titled the “Episerver Mobile Commerce Report”, placed The Iconic in the top spot.

That company received a mobile commerce experience rating of 66.47 percent. It was able to demonstrate that it had implemented a successful strategy over tablets and smartphones, in addition to effective apps across both of the two largest platforms: iOS and Android. Still, regardless of the highest scores achieved by The Iconic, it was still clear that iPad users still believe the brand’s mobile app could use some assistance, as it received a score of only 49 percent from users of that device.

The brand that came in second was Kogan. That brand’s overall score was not much lower than The Iconic, at 64.96 percent. In third place was OzSale at 57.40 percent. Despite the fact that Catch of the Day was not among the top three, it was the app that received the best score in terms of the iPad app it offered. Equally, even though Kogan was in second place overall, it received the top rating for the mobile website (which scored 73.75 percent overall).

Among the other companies that did well in their overall m-commerce experience were Dan Murphy’s, Lorna Jane and JB Hi-Fi. Still, there were a large number of the overall 20 bench mark brands that did not do well at all. The average score across all 20 of the retailers – including the highest scores – was 34 percent. This was notably lower than the average of all other countries that were surveyed in this study.