Brits keen on ‘spur of the moment’ m-payment purchases
Survey examines mobile payment perceptions
Over a third of UK consumers would consider making spontaneous purchases up to the value of £10 via their mobile handset, according to a new survey.
The survey by m-payments solutions provider OpenMarket also highlights the role simplicity and convenience will play in determining the success of m-commerce ventures.
The survey of 1,000 mobile users, conducted in collaboration with Mobilesquared, found that almost 19 million consumers have already purchased goods or services via their mobile phone. This means that brands and retailers could make significant amounts of money by engaging with mobile users, yet just 20% of UK retailers currently have a mobile-optimised website.
The research was carried out to determine Britons’ perceptions of mobile payments. It revealed that 36% of respondents would be happy for purchases of up to £10 in value to be automatically added to their mobile phone bill, rather than applied to their credit card accounts. In fact, 55% of people admitted they would be put off making a mobile payment if it meant having to enter their credit card details. The finding suggests that much of the appeal of m-commerce lies in its simplicity and convenience. Anything that detracts from this could hamper its adoption.
Alex Moir, OpenMarket’s general manager for Europe, commented: “While consumers are spoilt for choice when it comes to accessing content and services on their phones, our research has shown that there are many occasions where they would happily pay for something but the process is so complicated it simply puts them off. It’s clear that consumers value simplicity and convenience, and will gravitate to brands that understand this.”