Consumers embrace mobile for bigger purchases: study – Mobile Commerce – Research
Half of mobile device owners spend $100 or more on a purchase via their smartphone, according to a new study by JiWire.
The JiWire Mobile Audience Insights Report Q1 2011 shows that consumers are becoming increasingly comfortable making purchases via their mobile phones. Mobile commerce is n0t limited to small-ticket items either, with a growing segment of consumers comfortable making bigger purchases via their mobile devices.
“The fact that 50 percent of mobile device owners are willing to spend $100 or more is reflective of a broader trend that mobile commerce has moved beyond ringtones to much bigger-ticket items,” said David Staas, senior vice president of marketing at mobile advertising firm JiWire, San Francisco. “Mobile moving into the higher tiers means it is becoming a mainstream commerce platform and that’s an exciting trend to see.”
The report shows that mobile consumers are growing more comfortable shopping via a mobile device, with 84 percent of the mobile audience partaking in some sort of shopping behavior on a mobile device in the first quarter, up from 70 percent in the previous quarter.
This includes the 20 percent of consumers who researched and made a purchase from their device.