Daily Data Dive

PYMNTS Daily Data Dive: Mobile Moments

Mobile shopping is a convenience, if not an expectation, of consumers worldwide. A new survey by the Interactive Advertising Bureau polled mobile users from 19 countries and found that the vast majority of smartphone and tablet users had purchased products and services via a mobile device during the past six months.

Around a quarter of those polled buy using their mobile devices every week. In Australia, Singapore and the U.K., over one-third of purchases are via a mobile device, while in China and Turkey particularly, mobile purchases account for the largest percentage of total monthly purchases on smartphones or tablets. Most of those polled plan to use their mobile devices more for purchases in the next six months. Anna Bager, SVP of mobile and video at IAB, emphasized that marketers must focus on mobile devices as critical shopping tools “and increase investment if they want to build meaningful relationships with mobile consumers, driving them from discovery to purchase.”

Here are the highlights of the survey

80% | The percentage of those polled who gave high marks to mobile shopping for a combination of convenience, time saving and price

75% | The percentage of smartphone and tablet users who have purchased products and services using a mobile device during the past six months

62% | The percentage of consumer who plan to purchase products and services via their smartphone or tablet in the next six months

57% | The percentage of consumers who use a mobile device for purchases and have done so to for more than a year; 28 percent said their first mobile purchase was made in the last six months

25% | The percentage of consumers polled who buy on mobile devices every week

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Latest Insights: 

The Which Apps Do They Want Study analyzes survey data collected from 1,045 American consumers to learn how they use merchant apps to enhance in-store shopping experiences, and their interest in downloading more in the future. Our research covered consumers’ usage of in-app features like loyalty and rewards offerings and in-store navigation, helping to assess how merchants can design apps to distinguish themselves from competitors.

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