Popping into stores is becoming a rarity, with the number of Australians taking to mobile shopping surging. In a recent study by the Interactive Advertising Bureau, more than three-quarters (or 76 per cent) of smartphone and tablet users admitted to having purchased a product or service via their tablet or mobile in the past six months.
Down Under, we are also no strangers to m-commerce, with Australians more likely to spend online than other nations. The study found 45 per cent of Australians use a mobile device to purchase monthly, and 33 per cent of all monthly purchases are made via a portable device. Business Wire comments: “Australian m-commerce consumers are more likely to spend than global averages across all major categories, including for fashion, tickets, household items, digital content, apps, services and utility payments. The report highlighted considerable opportunity for Australian retailers to take advantage of consumers’ comfort moving across screens and stores, by offering more m-commerce engagement in the areas of grocery, electronics, homewares and physical entertainment.
The data also revealed 79 per cent of Australians were satisfied with their previous m-commerce experiences, while 59 per cent believe their use would increase.
CEO of IAB Australia Vijay Solank says of the findings: “Whether it’s purchasing on a mobile device, or searching for more information before buying in store, mobile is a critical platform to drive sales and support today’s consumer retail experience. Retailers and their agencies would be well advised to build clear consumer journey maps and explore mobile strategy options including mobile optimised websites as a minimum, and mobile apps, financial tech to make it easier and safer to buy on mobile devices and the better use of data to drive future mobile commerce growth.”
