80 pc Asian mobile web users use phones for shopping: InMobi

An inMobi study reveals that 80 per cent of mobile web users in Asia Pacific use their devices for shopping, and these shoppers are also influenced by mobile advertising, which is very effective in reinforcing offline advertising at the point of sale.

e4m by exchange4media Staff
Published: May 5, 2011 10:10 AM  | 2 min read
80 pc Asian mobile web users use phones for shopping: InMobi

A study carried out by mobile ad network InMobi shows that shoppers in the Asia Pacific region are highly comfortable with making purchases from their mobile phones. The study conducted with the Mobile Marketing Association shows that 80 per cent of mobile web users make purchases from their cellphones.

James Lamberti, VP - Global Research and Marketing, InMobi, said, “Mobile shopping is already commonplace with more than three quarters of the total mobile web users in the region indulging in some form of digital buying. It’s an exciting time for the consumer, retailer, and manufacturer as mobile shopping solutions will become more intelligent and compelling to use. The clear consumer acceptance has opened huge opportunities in the world of mobile advertising.”

The study also looks at mobile advertising, and suggests that shoppers are being influenced through mobile marketing when making purchases across product categories, with the most influence in entertainment tickets, consumer electronics, apparel, travel and then digital content.

The study also shows that shoppers will use their mobile device to research information gained from offline advertising.

Atul Satija, VP and Managing Director – Asia Pacific, InMobi, noted, “Consumers are way ahead of us when it comes to mobile usage/ demand. The results of our mobile shopping study are consistent with our advertising effectiveness study from last year, which showed strong consumer intent for mobile content and purchase. The staggering mobile penetration numbers, the tremendous innovation and growth of the mobile advertising market and a mobile savvy consumer set make Asia Pacific an ideal market for the growth of mobile shopping and commerce.”

Interestingly, the study reveals that non-smartphone users use mobile shopping more than smartphone users, possibly due to the low penetration of PCs relative to such mobile devices. The ease of use and convenience are the two factors most cited by consumers.

Use of mobile phones for shopping is most prevalent across apparel, consumer electronics, travel tickets and mobile content or games. The most common uses include price comparison, local store search, research for reviews and similar products, and purchase.

Most popular purchases from mobile devices in Asia Pacific:

The study was conducted in 14 countries among 15,000 consumers, with representation from close to 5,000 Asia Pacific users across all devices. The responses were weighted by age/ gender.

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