MEF finds value of mobile purchases on the rise in Global Consumer Survey 2013
Mobile commerce company MEF has released the findings of its third annual Global Consumer Survey, which measured mobile usage patterns across 13 countries and more than 10,000 consumers. The study found 65 percent of mobile users globally have purchased goods and/or services from their mobile device.
This year’s study was carried out in association with On Device Research and includes data from three new territories: Kenya, Nigeria and UAE. The study confirmed the continued dominance of the freemium business model, but also showed the number of individual mobile media purchases on the decline for the first time, with 42 percent making a purchase in 2013, down from 54 percent in 2012.
While the number of mobile purchases may have fallen, the value of these purchases is on the rise. “High spend” purchases, or items costing $151 or more, grew to 39 percent, while “low spend” purchases of $15.99 or under dropped to 37 percent. In 2012, low spend purchases accounted for 43 percent of mobile media purchases.
This jump in higher spending reflects a transition in certain areas, like music or video services, which offer users long-term subscription options.
Still, mobile users aren’t entirely comfortable making some mobile purchases, as 40 percent of mobile media users said a lack of trust will stop them from making a purchase. This is an increase from 35 percent of respondents in 2012 and 27 percent in 2011.
Other purchase barriers include a slow network download speed (25 percent), a difficulty in finding the items users wish to purchase (14 percent) and the requirement of sharing too much personal information (16 percent).
“MEF’s 2013 annual study vividly illuminates the worldwide emergence of Mobile 3.0, the next phase in the evolution of mobile content and commerce,” said Andrew Bud, MEF Global Chair, in a statement. “In Mobile 3.0, mobile has become the primary tool for engagement and transaction in consumers’ digital lives, creating exciting new opportunities and challenges. As an industry, we must continue to work to reduce the barriers to this growth, and especially to ensure trust and confidence in the ecosystem and its business models.”
More information on MEF’s Global Consumer Survey 2013 is available on the company’s website.