Shoppers demand for mobile services ‘unmet,’ says survey


There is an unmet demand for mobile commerce services, with more than eight out of 10 consumers asking for more mobile interactions with banks, retailers and utilities, say enterprise application software firm SAP.

Retail is a key focus of mobile purchases with entertainment services (43 per cent), music downloads (40 per cent), books or e-books (40 per cent) and attire (39 per cent) all typical purchases.

Users are encouraged to buy goods using their mobile phone by lower cost services (29 per cent), exclusive offers (25 per cent) and coupons (22 per cent.)

The study, which quizzed 12,424 adults aged 18+ who own a mobile phone (basic or smartphone), highlights a shift from a mobile-centric world to a mobile commerce-centric mindset, in terms of the type of activities carried out via mobile.

It found that 63 per cent of consumers are now using their mobile phone for activities other than just making calls and texting. Half of mobile phone users (50 per cent) access the internet at least once a day via their mobile and nearly one third (32 per cent) have used it to purchase products or services. The ability to use their mobile device any time of the day (51 per cent), on the go (51 per cent), with speed (50 per cent) and with convenience (50 per cent) are seen as clear benefits behind this increasing consumer adoption.

The research shows consumers are using their mobile phones for an increasing range of mobile commerce services, including researching products, responding to promotions, customer service inquiries and submitting meter readings to utility companies. The study also reveals important insights about what holds consumers back from using more mobile commerce and services. Nearly half of the respondents globally (46 per cent) indicated the hassle of having to enter a lot of personal information, security concerns (45 per cent) and lack of Internet access at the time of transaction (43 per cent) were factors.

“Consumers are now ready and demanding more mobile commerce services, and they also expect to engage with their mobile phones more simply and effectively,” said Anthony Reynolds, senior vice president, Worldwide Mobile Sales and Solutions at SAP. “While progress is being made, companies must make a collective effort to provide consumers ease of use and benefits for mobile interactions and transactions, such as available technology, security and incentives. On its current trajectory, mobile occupies a tempting combination of an all-in-one communication channel, loyalty card, cash, location tracker and credit card, offering brands and companies the opportunity to connect to consumers either exclusively via mobile or as part of a multi-channel mix.”