Tag: mobile commerce study

Mobile commerce may suffer trust issues in the future

| February 26, 2013

Mobile Commerce App SecurityStudy highlights concerns consumers have in mobile commerce and elsewhere

MEF, a global community focused on improving mobile commerce, has released a new study concerning online privacy. Over the past few years, privacy has become a major concern for consumers all over the world. With companies, social networks, and even mobile applications, sharing people’s personal information with advertisers, many consumers have become weary of sharing any personal data through applications, especially those concerning mobile commerce. The MEF study highlights some of the concerns that consumers have regarding how their information is used.

Consumers show concern in what information is being collected from them through applications

According to the study, which is called the Global Privacy Report, approximately 37% of consumers are comfortable with sharing their personal information with a mobile application. The study draws upon information collected from ten countries, all of which have strong representation in the mobile space. MEF analysts suggest that many consumers are disinterested in sharing their information with applications because of concerns over security and how this information is being used.

How information is being used is a top issue among consumers

The study shows that 70% of consumers believe it is important to know how their information is being used, and what kind of information is being gathered through mobile applications. Mobile commerce applications, in particular, are of high concern to consumers because of the their use of financial information. While this information is not traded, other personal information is often made available to advertisers and many consumers have expressed concerns that the availability of this information makes it a target for hackers and other malicious parties.

Mobile commerce may suffer from gaps in mobile security

While consumers show a strong concern with how their information is being used and what information mobile applications are collecting, only 18% of consumers lack confidence in the security of their information. The study suggests that there are significant gaps in the realm of mobile security, however, especially when it comes to mobile commerce. If these gaps are continually exploited, the trust that consumers have in their mobile security may wane significantly.

Consumers growing more comfortable with mobile commerce

| February 23, 2013

Mobile Commerce ConsumersIntela study shows mobile commerce is seeing strong acceptance among consumers

Consumers in the United Kingdom are becoming more comfortable with the prospect of purchasing goods with their mobile devices, according to new research from Intela, a leading performance marketing firm. The UK is one of the most auspicious markets for mobile commerce in the world, with many telecommunications companies and financial services firms working to engage mobile consumers in more dynamic ways. Retailers throughout the country have been embracing mobile payments, adding momentum to the growth of mobile commerce and helping make consumers more comfortable with participating in mobile commerce.

More than 50% of UK mobile consumers eager to make mobile payments

According to Intela, more than half of the UK’s mobile consumers are now comfortable with making mobile payments of $15 or more. The firm notes that the initial growth that mobile commerce had seen in the UK was due to the “iTunes effect,” the trend that saw consumers purchasing music and applications through their mobile devices. This trend helped consumers understand how mobile payments worked, and now these people are beginning to make purchases through platforms outside of iTunes as their options become more varied.

Investments in mobile commerce are growing

Intela notes that investments in mobile commerce coming from UK businesses rose significantly in 2012. Many of the businesses adopting mobile commerce have adopted a strong focus on educating consumers on how to participate in mobile payments. The firm notes that these efforts have paid off very well, with approximately 40% of UK consumers claiming they have a better understanding of how mobile commerce platforms work. Moreover, these consumers are very likely to make mobile purchases in the future for products they are interested in.

US consumers also show comfort with mobile payments

Intela’s study is not focused solely on the United Kingdom. The firm found that U.S. consumers are also growing more comfortable with the concept of mobile commerce. According to Intela, 56% of U.S. consumers are happy to spend more than $10 on mobile purchases. Nearly one in two of these consumers are very comfortable with mobile commerce platforms and how these platforms operate.