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Research Looks at Mobile Shopping
Online market research firm Lightspeed Research has released the results of a survey of almost 1,000 Britons to evaluate the likely take-up of shopping on the mobile web. The survey found that just under one fifth (17%) would be willing to buy products and services through their phone, with men more in favour of the idea (22% versus 12% of women surveyed). This figure was higher than respondents in France (9%) but lower than in Germany (25%).
Lightspeed says that as with online retail, which took time to increase in popularity, the research suggests there is a good basis for the growth of shopping through mobiles, especially as more retailers begin to offer the service.
Lightspeed surveyed 998 respondents from the Lightspeed Research UK online panel between 10 and 14 April 2008. Of those who were receptive to the idea of shopping from their mobile handsets, more than three quarters of respondents said they would shop with well-known high street and online retailers. The concept of Any company offering great prices was attractive to only 23% of respondents.
One of the advantages of shopping from a mobile phone is the ability to make purchases at any time and in any place. This benefit is reflected in the types of products and services respondents said they would buy in this way. Two of the top three choices were on-the-go type products, with film, theatre and events tickets coming in second and travel tickets the third choice, behind DVDs and CDs, which topped the list at 73%. Books and travel came in at 55%, with flowers at 48%. Clothes, food and toiletries were the least popular choices.
This research suggests that the mobile phone could become a viable way for retailers to reach their customers, says David Day, CEO Europe at Lightspeed Research. The 24/7 nature of the mobile phone, a device that many people have with them all the time, and the increase in Internet-ready phones, offers a real opportunity for retailers to match their offer to the products and services customers may want to buy in this way.
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Comments
The survey results fit well
The survey results fit well with what I have been hearing for a while and one of the ideas behind the launch of Kelkoo mobile this week. I certainly believe that mobile shopping will expand to greater heights in the very near future and for a variety of products; We are sure users want to shop on their mobile phones for a variety of product categories, while on the move, even while shopping in the high street, they want to compare prices of products making sure they are getting the product at the best price available and that is a lot easier and more convenient today due to the advanced mobile handsets hitting the market.
Imagine youve just bought the latest Sony LCD TV at 899 while out shopping on the high street, later that evening you are browsing through the Kelkoo.co.uk shopping search engine, the horror hits you when you realise that the same product is 200 cheaper and can deliver tomorrow if only you had check Kelkoo mobile to compare prices to get the best price http://m.kelkoo.co.uk
This shows some really
This shows some really interesting statistics in the mobile retail world. Mobile retail, in my opinion, will take off especially well for instant items, instead of postal delivery. For example, ticketing for an event or cinema would be more common as it avoids the queues, whereas purchasing a DVD or CD and waiting for it to be delivered would not work as well as purchasing it in store while there. A coupon approach should be used for such purchases. On the other hand, utilising the technologies that are now available to us, and reuqesting and purchasing of digital content to the PVR or Computer at home, as a sponatious purchase and ready for viewing when the user returns.