Mobile

Smartphone owners find confidence to increase m-commerce spend over last year according to Intela research

By Stephen Lepitak | -

February 20, 2013 | 4 min read

UK smartphone owners are now confident enough to spend over £10 through their mobile phone, according to research from performance marketing company Intela.

This year’s ‘Intela Mobile Consumer Report’, which polled 1,000 smartphone owners in the UK and another 1,000 in the US, also discovered that over half (56 per cent) of smartphone owners in the US were happy to spend over $10 on their phones.

The report cites the ‘iTunes effect’ as having grown the confidence of consumers in making regular micropayments through their phones for music or apps. It claims that as a result consumers are now happy to make ‘larger’ purchases through m-commerce.

It was also found that 44 per cent of US consumers and 40 per cent of UK consumers are now more likely to make a purchase through their mobile device than they were a year ago, and that 36 per cent of Americans and 27 per cent of UK consumers found email to be the trigger for making mobile purchases.

Guénolé Le Gall, head of mobile for Intela commented: “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.

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"For businesses wishing to 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.”

Surprisingly banner adverts only drove one per cent of UK smartphone owners to make a purchase, while no US consumers were driven by this advertising platform.

M-commerce image courtesy of Shutterstock

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