Consumer engagement in mobile commerce has exploded and the UK leads the world in usage, according to data from the Global Consumer Survey from MEF, the global community for mobile content and commerce.
As many as 91% of UK respondents have used their mobile device for mobile commerce, to either research or purchase a product. The UK also has the highest proportion of users who have purchased via mobile from within an app (44%), an app store (35%), a website (58%) and an auction website (23%).
The findings show that 82% of UK respondents access the mobile web on a daily basis. This high level of mobile web and commerce activity dovetail with a reduction in fixed-PC usage; now one third (34%) less of UK respondents to the survey access the internet on their PCs, compared to18 months ago.
Globally, 82% of respondents across all markets have used a mobile device for commerce purposes, illustrating the growing prevalence of the channel on a worldwide scale. In addition, over half (53%) of all respondents have purchased some form of digital product via mobile.
“This global research clearly demonstrates that UK consumers are embracing mobile as a key access point for their content and commerce needs,” commented Andrew Bud, global chairman, MEF. “It also illustrates that mobile is an essential platform for companies wishing to drive consumer engagement and monetise their goods, services and digital products.”
This change in consumer habits – and as a consequence, the increasing focus placed on mobile by a growing number of companies – is the reason why MEF has decided to expand its mission to include the entire mobile content and commerce ecosystem. The fact that organisations such as The Coca-Cola Company, A&N Media and Barwa Bank have joined MEF, reflects both the evolution of the organisation and the industry as a whole Bud said.
Noted Rimma Perelmuter, executive director, MEF: “As a global organisation with strong local representation, MEF is ideally placed to shape the industry, connect thought leaders, drive monetisation opportunities and provide competitive advantage for mobile content and commerce leaders. Over the past 10 years, MEF has helped grow mobile content into the $36 billion industry it is today, assisting its members in navigating the complexities of the channel and capitalise on its opportunities.”
Over the past 18 months, the organisation has led a global mobile commerce initiative promoting the enormous commercial potential of the mobile channel. This work includes a partnership with ASC X9, the US technical group that develops financial industry standards, to establish privacy and security standards to advance m-commerce. Nearly a quarter (24.8%) of all UK respondents cited a lack of trust in the security of the mobile platform as the reason for not purchasing via this channel more often.
“We look forward to working with all of our members, be they mobile operators, content owners, brands or financial institutions, to ensure the delivery of a robust and trusted mobile commerce experience for all consumers,” concluded Perelmuter.