In the same way that consumers overcame concerns about online security and privacy when ordering merchandise over the Internet, consumers have developed a surprisingly high degree of confidence in and comfort with mobile commerce in a remarkably short time, according to research released by JiWire, a mobile audience media company.
According to the JiWire mobile audience insights report for the first quarter of 2011, consumer acceptance of virtually every aspect of mobile engagement is growing by double digits. According to the report, nearly 80 percent of the mobile audience is comfortable making purchases from their mobile device; according to the data, 50 percent of that audience is comfortable making purchases of $100 or more.
Some of the data indicate that some activities that were once almost exclusively computer based have now migrated to mobile devices. For example, the study reveals that a whopping 72 percent of the mobile audience has purchased local deals. Forty-four percent purchase those deals at least once a month. Not only does the mobile audience like the idea of accessing local deals on their mobile devices, but, according to the report, 62 percent of that audience then shares the deal with friends.
More than half of consumers use their mobile devices like pocket-sized yellow pages. Fifty-seven percent of the mobile audience named finding store locations as the location-based service in which they were most interested. Consumers are also growing less squeamish about checking in — revealing their location to their social networks. In the fourth quarter of 2010, 27 percent of mobile users cited checking in as a location-based service in which they were interested. By the end of the first quarter of this year, that number had risen to 49 percent.
Not surprisingly, the mobile audience is on the go. Sixty-two percent of the audience has researched travel-related purchases on their mobile device. Slightly more than 40 percent has actually made travel-related purchases.
-
Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?
-
Digiday+ Research deep dive: Publishers large and small put their resources into first-party data
Eighty-two percent of publishers overall say they're already using first-party data to prepare for the end of the third-party cookie, and nearly half are requiring users to register and integrating first-party data segments into DSPs – indicating that first-party data is the clear path forward for publishers heading into the post-cookie world.
-
Media Briefing: Why publishers hope chatbots will be the latest retention tool
Publishers hope the chatbots they are developing will be the latest retention tool to keep readers onsite and to get them to consume more content.
-
SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
-
How programmatic advertising will evolve this year on the heels of audio growth and privacy changes
Comscore’s programmatic division Proximic released a State of Programmatic study highlighting the growth of audio and podcasting, other digital advertising channels and challenges around third-party data.
-
Why podcasters are selling subscriptions through third-party vendors
Many podcasters are turning to third party platforms like Supporting Cast and Supercast to launch or grow their subscription businesses beyond Spotify or Apple.
