Survey of Mobile Users in 19 Countries Shows Mobile Ads & Social Media Can Trigger Purchase Interest and Aid Product Discovery
Mobile Wallet Users Make Mobile Purchases More Frequently Than Average Mobile Shoppers
NEW YORK – 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, released by the Interactive Advertising Bureau (IAB) at the IAB MIXX Conference. 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 screens.
“Marketers and media agencies need to fully embrace smartphones and tablets as a critical pathway for all shopping activities and increase investment if they want to build meaningful relationships with mobile consumers, driving them from discovery to purchase.”
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.
“Pressing the ‘buy’ button on mobile devices is now a regular occurrence the world over,” said Anna Bager, Senior Vice President, Mobile and Video, IAB. “Marketers and media agencies need to fully embrace smartphones and tablets as a critical pathway for all shopping activities and increase investment if they want to build meaningful relationships with mobile consumers, driving them from discovery to purchase.”
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%)
To download the complete IAB “Mobile Commerce: A Global Perspective” report, go to iab.com/globalcommerce.
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.
This IAB research was conducted with the additional support of IAB Australia, IAB Austria, IAB Brazil, IAB Canada, IAB Chile, IAB China, IAB Colombia, IAB France, IAB Ireland, IAB Mexico, IAB New Zealand, Japan Interactive Advertising Association, IAB Norway, IAB Peru, IAB Singapore, IAB Sweden, IAB Turkey, and IAB UK.
About IAB
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. The organization is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. There are 42 IABs licensed to operate in nations around the world and one regional IAB, in Europe. Founded in 1996, the IAB is headquartered in New York City and has a West Coast office in San Francisco.
