Mobile Shoppers Double in 2011 to 18%: Survey

By Adam Blair
Need more proof that m-commerce is rising like a rocket? During the past year, the percentage of consumers who use their mobile phone to make online purchases has doubled – from 9% in 2010 to 18% in 2011, according to a new survey. This remarkable growth occurred even though more than two-thirds (68%) of respondents are unsure about the security of information stored or transmitted by their mobile phones.

The report, titled "Opportunity Calling: The Future of Mobile Communications, Take Two," is based on an online survey of 3,000 mobile phone users worldwide, conducted in July 2011 by Oracle Communications. One-fifth of the respondents are located in the U.S. or Canada.

The survey provides good news for retailers who would like to add mobile-enabled shopper location data to their marketing matrix. Consumers are significantly more willing to share their location via their mobile device than they were just one year ago, when only one-third of respondents said they would be interested in receiving relevant content based on their location.

This year, 45% said they had already elected to share their location via a mobile app (among respondents who had downloaded a mobile app). The rate is even higher in North American rate, where 52% have shared their location information.

North American consumers have also used their mobile phones to:
· Read customer reviews (25%)
· Comparison shop (23%)
· Scan a QR code in an ad or article (15%)

The survey also revealed the hunger for mobile tablet devices. Worldwide, 16% of mobile customers already have a tablet, and 41% plan to purchase one in the next 12 months. In North America, 10% own a tablet now, and 26% plan to purchase one during the coming year.

For related content: Fast-Growing Tablet Shipments to Reach 2.7M Annually by 2015