News

M-commerce strategy is "business critical"

More than 71% of smartphone users across the UK, France, Germany and Sweden use mobile devices as personal shopping assistants, using them to research potential purchases, according to Tradedoubler.

The Tradedoubler Mobile Commerce Study also showed that 53% of smartphone users buy goods and services other than downloads on their devices. The mobile is equally popular in physical stores with 42% of users comparing prices whilst browsing and 13% saying they have switched stores after finding a better offer elsewhere.

Tablets also proved popular for shopping purposes with 40% of tablet users researching future purchases on their devices. A third of those go on to complete the purchase. The average highest amount spent on mobile devices was $177, with tablet devices rising to $289.

“This research represents a wake-up call for all businesses that still believe an m-commerce strategy is a ‘nice to have’ rather than business critical,” says Tradedouber chief executive Urban Gillström. ““Consumers increasingly expect a seamless, multi-touch, multi-channel experience across mobile, online and in-store platforms. The future belongs to the advertisers that can deliver that, but it can be difficult for them to know where to start.”

The research involved 2,000 smartphone users across France, Germany, Sweden and the UK. It was commissioned by Tradedoubler and carried out by Forrester Consulting.

David Hing, London