More than one-third of mobile product owners are using their devices for mobile commerce, according to a study from the Consumer Electronics Association.
This story first appeared in the February 28, 2012 issue of WWD. Subscribe Today.
The study also found that of the consumers surveyed, each planned to spend $575 on mobile purchases in the next 12 months.
Currently, there are at least 216 million owners of mobile devices, including tablets, smartphones or cell phones. The forms of mobile commerce consumers are engaging in range from shopping or purchasing online or in-store, using or redeeming coupons or gift cards, and searching for coupons.
The CEA said that, of those who engage in mobile commerce, consumer electronics and apparel-footwear are the categories most often “browsed-shopped” for on mobile devices.
Of those who are hesitant to purchase online, more than 35 percent attributed that to their concern over security issues. Of those who use the Internet on a mobile device, 27 percent said they are comfortable with current authentication safeguards. Still, at least 42 percent of mobile consumers agree that fingerprint is the best way to authenticate mobile purchases.
Separately, eBay Inc. said Monday during the Mobile World Congress in Barcelona that it is expecting to do $8 billion in mobile commerce retail volume in 2012, with its PayPal operation forecast to process $7 billion in mobile payment volume. In 2011, eBay mobile commerce generated $5 billion in retail volume, while eBay’s PayPal mobile business recorded $4 billion in payment volume. The company said its eBay mobile apps have been downloaded more than 70 million times.
EBay also said it has a new partnership with Three.c.uk, a wireless carrier in which the deal is structured so that Android smartphones will be preloaded with eBay apps. Some of eBay’s new merchant partners include Yotel and Spanish ticketing firm Entradas.com via the PayPal app. In addition, there are updates to all eBay mobile apps, which now allow consumers to calculate shipping, research pricing trends and enable push notifications on bids.
John Donahoe, eBay’s president and chief executive officer, said, “We’re seeing a new retail paradigm emerge through mobile. Consumers are in control, and they want to shop anytime, anywhere…. EBay is driving mobile commerce innovation, partnering with carriers and merchants to build a new retail ecosystem that drives growth by delivering anytime, anywhere value and rich multichannel shopping experiences for consumers.”