Research Conducted by The BIO Agency Shows that M-Commerce Still Offers Huge Potential for Brands and Retailers in the US

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41 per cent of Americans won’t use their cell phone or tablet to buy products and services online.

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

The study, conducted by Austin based digital marketing experts, The BIO Agency, showed that 41 per cent 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 per cent) are more distrusting of mobile commerce than men (39 per cent)
  •     Residents of the West Coast showed more willingness to buy products through a tablet or mobile phone, with 26 per cent spending up to $50 per month
  •     Southern Americans are least likely to buy with almost half (46 per cent) never having made a purchase, however, of those that are using mobile commerce they show a higher propensity towards higher ticket purchases, with 6 per cent 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:
“It is true to say that m-commerce is hugely successful but there are still great opportunities for leading brands and retailers to capitalize on spend through this channel. Research shows that M-commerce does not cannibalize traditional or online shopping, it increases overall spend. Those brands that continue to build trust based, long-lasting relationships with their customers will, as an inevitable consequence, see sales through tablets and mobile increase. Any growth through m-commerce aligned with a good marketing strategy will significantly increase the brand’s market share.”


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 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, ecommerce and content creation.

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Peter Veash
The BIO Agency
+1 512 201 2600
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