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Survey shows growth of mobile commerce continues

Survey shows growth of mobile commerce continues
Thursday May 17 2012

Yuseo, a research and intelligence provider specialising in customer behaviour, conducted a poll of more than 13,000 regular online shoppers in the UK which found that 13 per cent of consumers use their mobile to purchase goods or services

This proportion rose to more than a quarter (26 per cent) of people in the 23 to 29-year-old demographic.

The research highlighted a number of differences between the British and French markets, with more than three-quarters (76 per cent) of Brits who have already 'tested' m-commerce using the technology to buy something, compared to 66 per cent of relevant consumers in France.

However, the number of people who have used mobile devices to pay for services is higher in France (53 per cent) than in the UK (40 per cent).

A third (32 per cent) of British online shoppers who have engaged in m-commerce said they prefer using dedicated mobile applications for the task, with more than half (52 per cent) saying these tools have a positive effect on a brand's image.

The research suggested a positive outlook for this type of shopping, with 72 per cent of consumers in the UK who have never used their mobile to buy something stating that they would be likely to try it in future.

Yuseo said there are "strong expectations and anticipation" surrounding this emerging sector, which is experiencing growth similar to that of e-commerce in its early years.

"Facing such potential, numerous retailers need to position themselves on issues such as developing dedicated m-commerce apps or adapting their website for this channel," the company added