Asia leads by mobile shopping adoption

Eden Estopace
12 Aug 2013
00:00

New research from Havas Worldwide revealed that only 16% of US consumers have used a mobile device to shop, compared with 50% in China, 48% in Singapore and 42% in India.

Havas Worldwide and research partner Market Probe International surveyed 10,219 adults in 31 countries, representing a combined population of more than 5 billion.

US consumers are less likely to see the smartphone as a point of sale (POS), the study shows. Despite the majority of top retailers investing R&D dollars in mobile apps, only 26% of US consumers are comfortable purchasing products with their smartphones.

Conversely, in China and India the majority of consumers are comfortable doing so (64% and 54% respectively).

Globally, 43% of those surveyed have used a smartphone to check for a better price or product reviews online while shopping for a product in a store. The practice is standard in China (74%), India (62%) and Singapore (58%). Yet, in the United States, less than one-third of consumers (32%) have used a mobile phone for comparison shopping or research while browsing a brick-and-mortar retailer.

Peer reviews have also less influence over US consumers. More than 60% of respondents worldwide trust peer reviews of products and services more than they trust expert reviews. Here, too, percentages are far higher in China and India (87% and 74%), as well as Brazil (78%), than in the US (58%).

“Our study explores how consumers are moving on from the last decade’s relatively simple and static model of digital commerce to the more complex and dynamic systems of m-shopping, using a mix of fixed and mobile devices,” says Matt Weiss, global chief marketing officer of Havas Worldwide.

Related content

Follow Telecom Asia Sport!
Comments
No Comments Yet! Be the first to share what you think!
This website uses cookies
This provides customers with a personalized experience and increases the efficiency of visiting the site, allowing us to provide the most efficient service. By using the website and accepting the terms of the policy, you consent to the use of cookies in accordance with the terms of this policy.