Category: Mobile Commerce

A recent InMobi study has shown that while the ideal hasn’t yet been reached, progress is being made.

Although mobile marketing has yet to truly find its place in the hearts of consumers, there has certainly been a great deal of progress toward a new tolerance level if the latest research is any indication.

This recent study has shown that there is now a comfort level with around sixty percent of consumers.

The research was performed by InMobi, which found that about 6 out of every 10 consumers would now call themselves as “comfortable” with the mobile marketing that they have been receiving on their smartphones and tablets as they are with the ads they see through other channels.

This comes at the same time that there has been a growing concern over the usability of mobile marketing.

The so-called “fat finger” problem has recently been raising concerns over the ability to trust mobile marketing statistics, as many ads that are clicked on these smaller screens could often tapped by accident. However, what InMobi discovered was that only 15 percent of the device users who accessed the web had unintentionally clicked on an ad.

Possibly even more striking is the fact that mobile marketing has played a role in the shopping decisions of 46 percent of the respondents to the survey. They stated that they had decided to make a purchase of a product or service over their device because of an ad they had seen.

The InMobi CEO, Naveen Tewari, explained that smartphones, tablets, and other portable communication devices are now a part of virtually every element of our daily lives. Tweari also went on to say that “The study reveals that mobile users are always-on, whether surfing the mobile web while spending time with family (48 percent), at a social event (45 percent), commuting (60 percent) and shopping (43 percent). This creates a huge opportunity for brands and marketers to engage with consumers throughout the day unlike traditional advertising like print and TV.”

The mobile marketing report indicated that the average user of the mobile web consumers 7 full hours of media every day. Twenty six percent of this time – a figure that is growing – is spent on the smartphone or tablet.

A new report from Foresee has shown that survey participants are almost equally satisfied with the channels.

According to the results of a survey that was performed by Foresee and that were just released in a report by that firm, consumers are becoming increasingly satisfied with mcommerce, to the point that it is approaching the levels felt by desktop shoppers.

The survey was designed to look into the satisfaction felt by visitors to forty of the largest U.K. mobile retailers.

The survey examined the progress of this mcommerce trend over both retail websites and apps in the United Kingdom since 2010. In an area where the average satisfaction score for sites on the regular web in the U.K. was 74 out of a possible 100 points, mobile wasn’t very far behind at all, having received an average experience score of 72.

The difference between mcommerce and desktop has been steadily shrinking over the years.

In fact, over the last three years, that difference has been falling at a rapid rate, from having been five points to its current position at two points. The outcome of the survey has raised two potential possibilities. These are that shoppers are either becoming more accustomed to mcommerce and are therefore naturally feeling more satisfied by their experience over that channel, or retailers have been paying attention to consumer behaviors and have been evolving to improve the mobile experience that they provide.

The report suggested that it is likely a combination of those two factors. That said, whatever the cause, consumers are indeed feeling happier with the mcommerce experience that the leading retailers have to offer. At the same time, it is also implying that businesses that are not providing any mobile platform are possibly missing out on a tremendous opportunity to reach consumers in an area where those shoppers are feeling increasingly comfortable.

The research placed the spotlight on the fact that most online shopping remains on the standard web, using desktops and laptops, as opposed to mcommerce. Eighty seven percent of the respondents used a home computer for shopping online. Only 12 percent shopped with a smartphone and only 9 percent used a tablet.