European research shows mobile commerce is changing consumers’ behaviour.

A research carried out by Forrester Consulting involving 2000 smartphone users in the UK, France, Germany and Sweden has found that 71% across all countries are researching potential purchases via mobile and 53% are buying goods and services other that downloads on their device.

The results show that access to product information, location based services and offers as well as barcode scanners are making the traditional in-store approach a thing of the past. Overall one in four mobile research session ends with a purchase being completed on the phone itself.

Mobile access to information motivates users to research and purchase anytime, anywhere with 42% comparing prices whilst in store and 13% switching outlets after spotting a more attractive offer elsewhere.

The research also shows that the lack of mobile optimised website is a frustration for more than a third of the surveyed users, with a quarter saying that they would buy via mobile more often is websites were optimised.

Concerns around data privacy and payment security were found to be significant among users (around half) and certainly something that will need address for mobile commerce to become mainstream across Europe.

However 42% of smartphone owners would feel confident enough in using their device as a mobile wallet if it were to become possible.

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Posted: 09/09/2012 09:04:32 by David Philippe | with 0 comments

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