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Research

Three-Quarters of Mobile Users Around the World Have Made Recent Purchases on Smartphones or Tablets

Thu, 29 Sep 2016

Mobile shopping and purchasing have become the norm across the globe, according to “Mobile Commerce: A Global Perspective,” an in-depth survey of mobile users from 19 countries around the world. Three-quarters (75%) of smartphone and tablet users said they have purchased a product or service on their smartphone or tablet in the past six months. Among these recent mobile purchasers, nearly a quarter (23%) buy on mobile devices on a weekly basis. Mobile purchasers in Turkey and China report the greatest percentage of their total monthly purchases on smartphones or tablets (44% and 42%, respectively). Those in the U.K., Singapore, and Australia say they make a third or more of purchases on mobile screen.

Overall, 57 percent of the mobile purchasers surveyed say that they have been buying on mobile for over a year. More than a quarter (28%) made their first mobile purchase in the last six months. Austria, Peru, and Colombia are key new adopter markets, with significantly more consumers making their first purchase on mobile within the past year, followed by Mexico, France, Turkey, and Chile.

The mobile shopping experience, enhanced by the combination of convenience, time saving, and price, won high marks from the majority (80%) of those polled. Sixty-two percent plan to purchase more products and services via their smartphone or tablet in the next six months. Mobile purchasers in the U.K., Brazil, France, Ireland, and Peru expressed the greatest propensity for increasing their mobile shopping activities.

Seventy-six percent of mobile purchasers said that they had engaged with a mobile ad in the last six months. On average, 33 percent clicked on the ad to find out more information, while 28 percent clicked to visit the advertisers’ websites, and 21 percent clicked to purchase. Brazil, Canada, Colombia, the U.K., and the U.S. reported the highest levels of clicking to purchase.

Social media plays an important role. Sixty percent of mobile purchasers from around the world saying they often discover products and services to buy on social platforms. More than one-third (36%) of mobile purchasers leverage social media to share their mobile purchase experience.

The report shows that credit/debit cards on mobile web and online payment services are the most popular payment methods (40% and 37%, respectively).

Mobile wallet users are the most heavily engaged in mobile commerce, purchasing more frequently on mobile (36% weekly vs. 23%) than average mobile shoppers. In addition, they are more likely to engage with mobile ads (82% interacted vs. 76%). Driven by the ease of purchase, 18 percent have used a mobile wallet for mobile purchases in the past six months. At 47 percent, mobile wallet usage for purchases on smartphones and tablets is strongest in China, followed by Norway (42%), the U.K. (24%), and Japan (20%). Online and off, mobile wallet users have leveraged the technology to pay for a range of items, including:

  • Mobile app downloads or updates (43%)
  • Digital content, such as films and music (42%)
  • Physical products ordered from a website or app (41%)
  • Food or drink in a shop, cafe, or bar (40%)


Click here to download the report...

2016_iab_global_mobile-comm

Methodology

A 22-question survey was designed and fielded by OnDevice Research in 19 markets (Australia, Austria, Brazil, Canada, Chile, China, Colombia, France, Ireland, Japan, Mexico, New Zealand, Norway, Peru, Sweden, Turkey, Singapore, the U.K., and the U.S.) from July 22 – August 17, 2016.  All respondents were asked the same questions such as items purchased, frequency of purchase, where purchased and how much was spent. Two hundred adults, age 18+, were interviewed for each market. Respondents confirmed that they regularly conduct online activities on mobile (smartphone or tablet) and have purchased a product or service on mobile in the past 6 months. Participants completed the survey on either a smartphone or tablet.