Research Conducted by The BIO Agency Shows that 41% of Americans Won’t Use their Cell Phone or Tablet to Purchase Products and Services Online

December 17, 2012

103 million American shoppers do not trust cellular or tablet devices as a means to purchase online, new research out today reveals.

Austin, TX (PRWEB) December 16, 2012

The study, conducted by Austin based digital marketing experts, The BIO Agency, showed that 41 percent of smart phone and tablet owners would not use their devise to buy any type of good or service online, for example through an app or mobile-enabled website.

The findings revealed that:

  •     Women (44 percent) are more distrusting of mobile commerce than men (39 percent)
  •     Residents of the West Coast showed more willingness to buy products through a tablet or mobile phone, with 26 percent spending up to $50 per month
  •     Southern Americans are least likely to buy with almost half (46 percent) never having made a purchase; however, of those that are using mobile commerce they show a higher propensity towards higher ticket purchases, with 6 percent spending up to $200 per month
  •     Unsurprisingly, adoption of M-commerce is inexorably linked to age, with 18-24s being the most likely age group to use their devices as a shopping channel and the over 55s the least likely

The most common purchases being made through M-commerce in America today tend towards digital products, with apps, games, e-books and entertainment being the most prevalent. Jewellery, gadgets, fashion, food and travel were found to be the least purchased items respectively.

  •     Over a quarter of 18-24s have purchased an app through their phone or tablet
  •     18-24s were also the highest purchasers of entertainment products such as baseball tickets, and were the only group found to buy jewellery through their handheld devices. This indicates that the younger generation are using M-commerce as an entertainment channel
  •     45-54 year olds were found to be the best market for book retailers through M-Commerce
  •     24-34 years olds are the significantly more likely to purchase food on the go than any other age group, suggesting a trend for young moms and dads, saving time by doing their weekly grocery shop whilst on the move. This group were also more likely to buy travel products through M-commerce, again suggesting that the channel is used as a time-saving device
  •     Whilst 35-44 year olds were the largest market for fashion retailers, potentially as a result of being the catalogue generation and intrinsically comfortable with mail order

Comments Peter Veash, Managing Director, The BIO Agency, “The findings are incredibly concerning. Research shows that M-commerce does not cannibalise traditional or online shopping, it actually increases overall spend. Consequently this lack of trust has real implications for the economy. It is vital that brands find ways to build trust with their customers so that they feel comfortable using their tablets and mobile phones as a means to purchase.”


For More Information: Sarah Ramamurthy — sarah (at) eulogy (dot) co.uk +44 203 077 2000

About The BIO Agency:

Founded in 2006, the BIO Agency stands for ℠Big Ideas Online´. BIO is an independently owned digital communication agency based in Austin, Texas and London; clients include Hachette, BBC, Santander, Hotel Choclate, Hibu / Yell, Bottlegreen, Travelex, Clinique, Cartoon Network and Orange.

BIO´s expertise is in humanizing products and services online and building engagement with existing and potential customers, whilst understanding how to get conversion balanced with the brand. BIO´s services include creative, strategy and development across social, mobile, brand and content creation.


For the original version on PRWeb visit: http://www.prweb.com/releases/prweb2012/12/prweb10240574.htm

Source: prweb

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