Gen Y and shoppers in Asia-Pacific are in the lead

Marketers and retailers have been waiting for the m-commerce revolution, and, according to a Motorola report, more than one-half of Internet users worldwide made a mobile device part of their shopping activities in December 2009.

Generation Y respondents came out ahead on every measure of mobile shopping activity that Motorola studied, while boomers lagged behind. In some cases, the usage gap was significant. Gen Y users, for example, were 6.5 times as likely as baby boomers to have gotten coupons or special offers via mobile.

And crucially, they were more than three times as likely to have made a mobile purchase over the past two weeks.

Mobile shopping habits differed just as greatly by region, with North America coming in last by almost every measure. Users in Asia-Pacific were enthusiastic adopters; nearly eight in 10 reported some mobile shopping activity, and 23% had made a mobile purchase.

Latin America was also a source of above-average mobile shopping activity, though users there did not approach those in Asia-Pacific for advanced actions such as mobile couponing and mobile purchases.

“By utilizing mobile technologies, consumers have become empowered, better informed and more critical shoppers,” said Frank Riso, senior director of retail solutions at Motorola Enterprise Mobility Solutions, in a statement. “Retailers need to establish near-term strategies to provide product information, stock availability, discounts and coupons directly to shoppers to help them to remain competitive.”

An October 2009 study from the IBM Institute for Business Value reached similar conclusions. Internet users surveyed in India, China and Brazil reported a significantly greater willingness to shop via mobile phones than respondents in the US, UK and Canada.

Source: emarketer.com/

Cet article a été publié le Mercredi 20 janvier 2010 à 22 h 08 et est classé dans Général. Vous pouvez en suivre les commentaires par le biais du flux RSS 2.0. Vous pouvez laisser un commentaire, ou faire un trackback depuis votre propre site.