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Thursday, April 7, 2011

Over 10 million UK consumers used mobile commerce last year, says research

10 million online consumers in the UK made a transaction using a mobile device last year, according to the results of a survey commissioned by customer behaviour analysis business Tealeaf.

Shopping was the most popular m-commerce activity, although financial transactions, travel bookings and insurance payments were also popular. The average consumer completed 4.4 mobile transactions via browsers or apps per month.

Over half of all consumers said they expected a better shopping experience on a mobile device compared to purchasing in-store (51%) or online using a computer (52%).

66% said they’d be less likely to buy from the same company via other channels if they experienced a problem with a mobile transaction… and 9% said they’d vow never to conduct a mobile transaction again!

Overall, 83% of mobile shoppers had experienced problems when conducting mobile transactions. Of those people, 86% said they had shared their mobile transaction experience with others and 61% said they would discourage friends and family from using that app, website or company.

Geoff Galat, CMO of Tealeaf, said “Everyone talks about the momentum in the mobile channel and customers continue to show an increasing appetite for carrying out transactions on these devices. The research shows consumers are increasingly expecting the same high levels of customer experience they would on other online channels. But, at present, mobile consumers find the convenience of transacting anywhere is offset by unsatisfying and unproductive experiences. Mobile consumers are no more willing to tolerate poor experiences than customers accessing websites from their desktops.”

[Survey results (requires registration)]

Author: The Fonecast
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