We keep hearing how m-commerce is growing by leaps and bounds but it’s not often we come across hard data that supports all the talk.
Forrester Research just put out a new study however that proves just how much traction mobile commerce is gaining with consumers and the numbers are pretty impressive. The study, “The State of Consumers and Technology, Benchmark 2010,” details just how much mobile web usage is growing as more smart phones flood the market and in particular, the growing role m-commerce is taking with many of those mobile web users.
The report used surveys of 37,226 U.S. adults 18 and up, more than 30,000 of whom own mobile phones, to compile the data. Within that group, 17 percent own smart phones. Overall 5 percent of respondents reported using their phones to research products before making a purchase while 2 percent used their phones for the actual purchases themselves.
Mobile phone product research seems to be the most popular with those in the 18-30 year old age group (8 percent), but those between the ages of 31 and 44 were right behind at 7 percent. Another two percent said they receive coupons and/or promotions on their phones every month as well andseven percent download mobile apps every month.
“Consumers are definitely interested in advanced mobile functions, especially younger consumers. Education and access will be the two biggest factors for looping more individuals into m-commerce,” says Jacqueline Anderson, Forrester analyst and the study’s author “As more people are able to purchase smart phones and the data plans necessary to engage in advanced mobile functionalities, we’ll see these numbers rise. Consumers, especially older ones, will need to be educated about m-commerce opportunities, just as they were with e-commerce.”
The proliferation of available applications and m-commerce shopping opportunities means nothing however unless users have phone plans that allow for large amounts of date transfers to and from their devices, according to the report. Which phones are popular often is dependant on the user’s age, as these findings illustrate:
–23 percent of 18- to 30-year-olds own smart phones, 28 percent own phones with QWERTY or touchscreen keyboards—also called quick messaging devices—and 88 percent own some type of mobile phone;
–23 percent of 31- to 44-year-olds own smart phones, 19 percent a quick messaging device and 88 percent a mobile phone;
–14 percent of 45- to 54-year-olds own smart phones, 14 percent quick messaging devices and 83 percent a mobile phone;
–11 percent of 55- to 65-year-olds own smart phones, 10 percent quick messaging devices and 79 percent a mobile phone;
–4 percent of those 66 and older own smart phones, 6 percent own a quick messaging device and 65 percent a mobile phone;
Any way you look at it, smart phone usage is rising and with it, the available tools and m-commerce capabilities.
What are your thoughts on m-commerce and the Forrester study? Leave us your thoughts and comments below!