Mobiles are improving shop sales
In a recent study conducted by the mobile ad network InMobi, it has become clear that m-commerce is influencing the way customers make their spending decisions. The study found that mobile advertising now influences around 48% of consumers on purchasing decisions. Those who conducted the study hypothesized that 45% of consumers who have not yet begun using mobile commerce will begin doing so within the next 12 months.
According to InMobi’s survey, even those who have been late starters in the m-commerce industry trust that they can use mobile platforms to make large purchases. This is a sure indicator that m-commerce is going to become quite influential in the mainstream consumer section over the next few months. It is believed that this growth in trust has been driven by an increase in the number of smartphones and tablets available.
According to the survey, 71% of respondents will use m-commerce in the next 12 months. While those who have begun using m-commerce early into the trend are willing to spend at least £50 on mobile purchases, consumers who are late to the trend will spend in the region of £20. These figures are certainly promising, and are set to rise further. It is believed that these figures are driven by users finding it easy to use smartphones and tablets for media purposes. Social networking sites have been particularly instrumental in driving this rise in m-commerce use, as 21% of those surveyed said they used their phones for this purpose.
When compared with other forms of advertising, m-commerce cannot be ignored. Just 48% of consumers surveyed claimed to be responsive to TV advertising, and 55% said they would respond to PC advertising. This means that those who want to market their products can plug an advertising gap by utilising m-commerce.
As it is clear that mobile advertising is becoming increasingly instrumental in influencing consumer spending decisions, it makes sense for businesses to take advantage. As the field of mobile advertising develops, it remains to be seen just how effective it can be in driving advertising campaigns.