IAB UK: M-Commerce Consumer Wave

Posted by IAB Australia On July 14, 2011 Research & Resources

The trends of consumer usage of M-Commerce in the UK are presented, as well as five videos showing interviews with consumers about their M Commerce habits.

Key insights from the study include:

  • Consumer usage of M-Commerce has been very from 2010-2011but the reasons why people are using M-Commerce do seem to be evolving
  • Barriers to using M-Commerce have stayed much the same- but what would encourage users to do more depends on their current level of interaction
  • Sites are clearly the way most people want to transact, and by not having one retailers miss out- but the language must be clear
  • Mobile has clear influence on instore purchases and this will only increase with the advent on NFC, which most people feel positive about


IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.