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M-commerce doubts have not yet been overcome among tech savvy E.U. shoppers

BWild | January 8, 2013

The results of a recent poll have shown that those who use mobile most aren’t shopping with their devices.

Over the last few weeks, m-commerce security has been seeing a great deal of attention, but despite the tremendous changes that have been made in order to ensure that data remains protected when shoppers are making their purchases, consumers in Europe are still not considering their smartphones and tablets to be the ideal methods to use when they shop.

This recent survey was conducted in order to better understand European consumers and their mobile behaviors.

The company behind the poll was TechWeekEurope. It reached out to its readership in order to obtain their feedback in a number of different areas of m-commerce and to describe their opinions and behaviors over the most recent holiday shopping season. It aimed at understanding not only mobile behaviors, but those in the overall e-commerce sphere.

The m-commerce survey was performed following the very end of the Christmas shopping hype.

What it discovered was that a mere 10 percent of the respondents had used a smartphone or tablet for making the majority of their holiday purchases. In fact, m-commerce was ranked in fifth place when compared with the popularity of other channels where purchases can be made.

The most popular channel was the online shopping category, in which 43.8 percent of the respondents made the majority of their holiday purchases over their laptops or desktop PCs. On the other hand 25.6 percent of the participants in the survey said that they went to brick and mortar retail shops in order to make their Christmas shopping purchases. These were many times greater than the participation in m-commerce as a primary shopping method.

The m-commerce poll went on to discover that although the participants were from a highly tech-savvy demographic that was likely to use its smartphones and tablets comfortably and for a number of different purchases, they were not enchanted with shopping directly through their devices. This was unexpected, as it had been anticipated that those who use the devices most would be those most likely to shop with them.

Mobile commerce turns a smartphone into a personal shopping assistant

Lucy | January 3, 2013

For many owners of these and tablet devices, use is now a vital part of the buying experience.

The results of a new survey from Perception Research Services International has shown that 76 percent of smartphone owners will use mobile commerce in some way through a smartphone or tablet before they make a purchase of electrics, apparel, and grocery products.

The survey also discovered the specific reasons that these devices are used while shopping.

Smartphone and tablet owners use mobile commerce in a number of different ways as they debate buying various products. In fact, much of the influence from the devices is not for a direct purchase that is actually made online over the device. Instead, it is a part of the overall process from the point that the product is identified and onward.

Mobile commerce, therefore, plays a multichannel role in the road to buying one or several items.

Among the other mobile commerce discoveries that were made by the researchers include the following:

• 53 percent of smartphone owners compare prices through the use of the device.
• 49 percent of the survey’s respondents said that they use their devices to read customer reviews.
• 48 percent of these tablet and smartphone owners use the device to find coupons, sales, and other discount opportunities.
• 48 percent use the devices to seek out additional information about products.
• 37 percent head to a manufacturer’s site in order to obtain more product information.
• 34 percent use the device to seek out the opinion of a friend or family member.
• 31 percent actually make the product or service purchase through a mobile commerce site or app.
• 31 percent take part in a contest.
• 17 percent use the device to view a product demonstration.

The shopper research company, Perception Research Services International, looked into mobile commerce in order to help with merchandizing and packaging systems improvements. The survey involved the participation of 1,450 adults in the United States who were responsible for a minimum of half of the grocery shopping in their household. Among them, just over half (54 percent) owned a smartphone.