Consumer confidence in mobile purchases growing in the UK | Mobile Payments | Mobile Entertainment

Consumer confidence in mobile purchases growing in the UK

Consumer confidence in mobile purchases growing in the UK
Daniel Gumble


Payments / Commerce / February 20th 2013 at 2:24PM

40 per cent of smartphone users are now more likely to make a mobile purchase than one year ago.

The uptake for mobile purchases certainly appears to be on the rise in the UK, after new research from performance marketing specialist Intela found that 50 per cent of smartphone users would happily spend over £10 on their mobile.

Speaking to 1,000 UK smartphone owners, Intela found that 40 per cent would be more likely to make mobile purchases than they were one year ago, denoting a significant gathering of pace in terms of consumer trust.

This indication of growing consumer confidence was also given greater gravitas by the revelation that 12 per cent would be happy to make substantial purchases of over £100 in a single transaction.

Elsewhere, the study found that email optimised for mobile is the key trigger for 27 per cent of consumers to make a mobile purchase, whereas banner ads on mobile sites triggered just one per cent to make a transaction.

These trends were somewhat echoed across the pond, with 36 per cent of US smartphone owners driven to make a purchase by optimised email for mobile, while not one of the 1,000 US respondents said that banner ads on mobile sites would elicit a response from them.

Guénolé Le Gall, head of Mobile, Intela, said, “Waves of innovation in smartphone technology has meant mobile commerce is finally becoming a tangible reality for consumer facing businesses.  In line with this, we can expect the mobile channel to be the subject of increased performance for advertisers and marketers. As people get more dependent on their devices, mobile commerce’s prominence will grow – just as e-commerce did as online technologies improved.”

Intela’s findings also reveal that the most popular purchases made by smartphone owners are for retail goods, with 40 per cent of UK and 47 per cent of US smartphone owners most likely to purchase these over anything else.

22 per cent of UK smartphone owners and 39 per cent of US smartphone owners said that they would redeem offers or make purchases relating to lifestyle and entertainment products and services.

Meanwhile, offers relating to travel were found to prompt 17 per cent of British and 23 per cent of US respondents to make a purchase via their mobile.

Le Gall concluded: “Generally people decide to make purchases for two reasons; the first being urgent need, and the second, irrational passion. Mobile performance marketing responds particularly well to the ‘irrational passion’ mind-set, tapping into people’s aspirations, such as wanting a holiday or the latest gadget. For businesses wishing capitalise on the rising tide of m-commerce but still remain cautious about investing in the space, mobile performance marketing represents a win-win situation. Firstly, mobile performance marketing solutions have proved to be effective at garnering responses from consumers and more importantly, businesses only have to pay for secured leads or tangible results that are generated on the back of mobile performance campaigns.”

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