The study found that 80 per cent of Asian mobile users indulge in mobile shopping. Music, movies or games tops the list as the most popular purchases from mobile devices with 43 per cent of users buying. Other popular purchases are consumer electronics, travel and apparel.
Among the key findings are the following:
Mobile shopping is already commonplace among mobile web users.
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. Most common uses include price comparison, local store search, research (reviews, new, similar), and purchase.
Commenting on the study, James Lamberti, VP of global research and marketing at InMobi, said, “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. ”
As for what influences mobile shoppers, the study found that the majority of mobile shoppers are influenced by mobile advertising when making purchases. 63 per cent of in-store shoppers will use their mobile devices after seeing or hearing an offline ad when shopping in a store.
57 per cent of men, compared to 53 per cent of women, are most likely to be encouraged to purchase based on ad exposure. Women are less likely to shop via mobile with significant differences in purchase intent by product category between the two sexes. Overall, there is an increasing intent to purchase physical goods via mobile devices.
Atul Satija, VP and managing director for Asia-Pacific at InMobi, commented that consumers are way ahead when it comes to mobile usage or demand.
"The results of our mobile shopping study are consistent with our advertising effectiveness study from last year which showed strong consumer intent for mobile content and purchase,” he added.
The study was conducted in 14 countries among 15,000 consumers with representation from close to 5,000 Asia-Pacific users across all devices. The responses were weighted by age/ gender.