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Study Finds Mobile Shop Market Growing

June 10, 2009
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According to a recent study conducted by Harris Interactive, Americans continue to warm to the idea buying things via their mobile phones. The study added that young adults and men in particular represent the demographic that is warming to this market the fastest.

For the study, Harris surveyed 2,029 adults from April 29 to May 1. Of the 1,883 surveyed 93 percent were cell phone owners. Harris revealed that close to half (45 percent) said they think that shopping via cell phones is “somewhat safe,” though just over a quarter (26 percent) feel that mobile shopping is completely safe.

The study also revealed that, as with many emerging technology-driven habits, younger adults appear more willing to embrace change; 59 percent of the 18-34 crowd feels that mobile shopping is somewhat safe, versus just 34 percent of adults over 55. Also, half of men find the concept of cell phone shopping somewhat safe versus 39 percent of women.

The fact the 18-34 year old demographic featured the highest percentage of those most willing to accept mobile shopping and that this group was predominately male, seems to influence the sort of purchases respondents indicated they would be willing to make. Harris found that entertainment is likely to emerge as a key mobile commerce category, as willing mobile shoppers said they would be most interested in purchases such as movie tickets, music, mobile video and games.

Officials at Billing Revolution, the organization that Harris conducted the study for, said the survey results indicated that mobile shopping is poised for growth in the near term, as more and more Americans purchase sophisticated smart phones like Apple’s iPhone and spend more time accessing the Internet via these devices.

“There’s clearly a large U.S. population of consumers open to the idea of making purchases via their cell phones,” said Andy Kleitsch, CEO Billing Revolution. “With consumers getting more comfortable navigating the Web from mobile phones, mobile commerce is poised for explosive growth, and consumers are very much leading the charge in this direction.”


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