Data pick of the day: Mcommerce to go mainstream with low value categories
Young mobile users are more likely to turn to their smartphones to investigate low or medium value items – e.g. mobiles, clothes, groceries and perfume, according to data released by GlobalWebIndex. In contrast, PCs/laptops remain favoured for bigger-ticket or more complex purchases like cars and insurance.
While about eight in 10 internet users personally own a smartphone, it is surprising to note a trend that mcommerce is yet to pick up as when the young mobile users are asked about which devices they would use to purchase, rather than research, PCs/laptops are in the lead across all categories.
This highlights that it is small/low-value categories which are going to lead the charge towards m-commerce finally breaking into the mainstream. GWI suggests that it’s in this context that the progress of services should be monitored like Google Wallet, Samsung Pay and Apple Pay – all of which should help to “normalise” the idea of m-commerce and small mobile payments.
However, it is interesting to note that engagement and interest levels among key target groups are pretty high. For iPhone 6 or Apple Watch users in the UK and USA, it’s already four in 10 who say they’ve used Apple Pay. A further three in 10 say they are interested in doing this in the future. So, GWI highlights that with nearly a fifth of online adults globally having an iPhone and almost a third having a Samsung, it’s clear just how much potential there is for lower-end m-commerce activities to (finally) enter the mainstream over the next 12 months.
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