BuzzCity today issues its latest quarterly report on the current trends dominating the global mobile advertising industry. The report reveals the appetite for mobile commerce is at an all-time high, with consumer confidence diminishing previous fears over security of payments – 3% compared to 27% a year ago.
BuzzCity’s research illustrates how shoppers are using their phones to “browse and buy” – search engines and social media are a major source of information, along with 14% using review and comparison sites, and 17% relying on friends’ recommendations. However, mobile advertisements are still influencers to a purchase with 17% claiming to have been persuaded to buy via an ad.
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This latest report highlights a key factor in the mobile purchasing chain – convenience. With 74% of consumers using mobile for last-minute purchases, linked to the increasing prevalence of mobile vouchers and QR codes to drive people to connect mobile with the offline world.
BuzzCity’s research explores the impact this increased consumer confidence has had on mCommerce, and that there has been a shift in what people are buying – not only purchasing digital products for their phones in the form of entertainment content (video, games, music) but also physical products (clothes and electronics). The latter may yet outpace entertainment as key products driving mobile commerce in UK (56%), US (37%), South Africa (33%) and Nigeria (35%).
Dr KF Lai, CEO of BuzzCity comments on this shift: “It is clear that consumers are now far more receptive to mobile commerce than ever before; this comes as a result of continuous education by the mobile industry to overcome concerns such as trust and security, combined with falling data costs and increased capabilities of smartphones and tablets.”
Europeans are not the only ones turning to their mobiles in 2013. Across continental Africa growth hotspots keep emerging. Ghana (61%), Tanzania (81%) and Egypt (14%) are markets to watch. Egypt in particular has a relatively high (33%) smartphone penetration and nearly 70% of Egyptian surfers prefer to surf with their mobiles.
To read the report click here.
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