Consumer confidence in mobile commerce now sits at an all time high. That’s according to new research from BuzzCity.
In what clearly amounts to a positive sign that consumers are starting to overcome concerns about the mobile channel, the report reveals consumer confidence diminishing previous fears over security of payments – 3% compared to 27% a year ago.
“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,” says Dr. KF Lai, CEO of BuzzCity.
Nicely complementing the reduction in mobile security concerns, BuzzCity also finds that “unstoppable proliferation of mobile devices,” along with the convenience they provide, has put online stores and the ability to compare and research purchases directly into the hands of consumers.
Fortunately for advertisers, 17% of mobile shoppers admit to having been persuaded to buy something through an ad.
Other key findings include:
- India saw four quarters of double digit growth and closed off with a year-on-year growth of 46%.
- Across South Asia besides India and Bangladesh, Pakistan (4%), and Sri Lanka (49%) remain key targets for advertisers and continue to drive growth
- 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 learn more about the report, click here.