Shoppers in the Asia Pacific region prefer browsing and buying goods
and services from their mobile over their PC, a new report said.
Conducted in partnership with the Mobile Marketing Association (MMA),
the InMobi Mobile Shopping and mCommerce study found that 80% of Asian
mobile Internet users indulge in mobile shopping.
“Mobile shopping is already commonplace with more than three quarters
of the total mobile web users in the region indulging in some form of
digital buying. It’s an exciting time for the consumer, retailer, and
manufacturer as mobile shopping solutions will become more intelligent
and compelling to use. The clear consumer acceptance has opened huge
opportunities in the world of mobile advertising,” said James
Lamberti, VP Global Research & Marketing at InMobi.
The report said mobile shopping is already commonplace among mobile
web users. Popular product categories include music, movies, games,
travel, consumer electronics, entertainment tickets, apparel, others.
Every age group from 15 to 64 years old prefers mobile shopping to PC
shopping. Consumers prefer mobile to PC across product categories
including apparel, consumer electronics, tickets and mobile
content/games.
Non-smartphone users prefer mobile shopping even more so than
smartphone users, likely due to the low penetration of PCs relative to
mobile devices. Mobile shoppers are largely very satisfied with their
mobile shopping experiences.
Ease of use and convenience are the two key features that consumers
like the most about shopping on their phones. In-market consumers have
different uses for the mobile device when shopping based on the
product.