Retailers are unprepared for imminent consumer demand for mobile commerce

According to a survey of 100 marketing and IT managers at UK retail businesses and 1000 UK consumers, conducted by Vanson Bourne, the market is poorly poised to respond to an imminent ground swell in consumer demand for mobile commerce. Below is a snap-shot of some of the results:

1. Do you currently have a mobile commerce strategy in place?

  • Yes, fully in place – 16%
  • Yes, some aspects implemented – 18%
  • Yes, but not yet implemented – 8%
  • No, with no plans to implement one – 28%

2. What mobile commerce channel is most important to your business?

  • Mobile applications – 45%
  • Mobile internet – 40%
  • SMS/MMS – 10%
  • Tablet applications – 5%

3. What mobile formats does your organisation have a presence on?

  • iPhone – 74%
  • BlackBerry – 52%
  • Nokia – 31%
  • Android – 29%
  • Windows Mobile – 21%
  • Other – 2&

4. When will mobile commerce start affecting shopping behaviour at brick-and-mortar stores?

  • Already is – 42%
  • Within 1 year – 23%
  • Within 2 years – 22%
  • Within 5 years – 8%
  • Never – 5%

5. How long do you think it will take before mobile commerce becomes as popular as e-commerce/online stores?

  • Already is – 6%
  • Within 1 year – 12%
  • Within 2 years – 41%
  • Within 5 years – 24%
  • More than 5 years – 6%
  • Never – 11%

6. Are you considering mobile payments/near field communications (NFC) technology as part of your current or planned mobile strategy?

  • Yes – 57%
  • No – 43%

7. What mobile device/platform do you use most to shop?

  • iPhone – 42%
  • Android – 24%
  • Blackberry – 12%
  • Windows – 9%
  • iPad – 2%
  • Other – 12%

8. Would you use your mobile to pay for items in-store as opposed to using credit/debit cards or cash?

  • No – 75%
  • Yes – 25%

9.  Which of these is the primary reason you would use your mobile to pay for items-in-store?

  • Convenience – 59%
  • Cost savings from mobile vouchers/discounts – 27%
  • Ease/flexibility – 14%

10. Which of these is the primary reason you wouldn’t use your mobile to pay for items in-store?

  • Lack of security – 39%
  • Prefer credit/debit cards and cash – 36%
  • Don’t know how – 12%
  • Difficult to keep track to spend – 9%
  • Not sure how it would be billed – 4%

11. Would you prefer for mobile payments to be directly linked to credit/debit card or would you rather be invoiced by your mobile operator on a monthly basis?

  • Directly linked to my credit/debit card – 75%
  • Invoiced by my mobile operator – 16%
  • Don’t care – 9%

Read the full report here –


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