Mobile and shopping: Driving m-commerce

Chris Bourke

In creating an m-commerce strategy, brands need to understand their customers in terms of who they are, how they interact with the brand on mobile, mobile's role in sales and how transactional data is going to be tracked to measure effectiveness.

Mobile and shopping: Driving m-commerce

Chris BourkeMobext

In creating an m-commerce strategy, brands need to consider who their customers are, how they interact with the brand on mobile, mobile's role in sales and how transactional data will be tracked to measure effectiveness.

Mobile shopping is currently skewing towards women under 35 (Nielsen, 2011)-in sharp contrast with the stereotype of the male, twenty-something early adopter of new technology.

We suspect that mobile apps have played an important role in the development of this phenomenon; they have been designed for smaller screens, rendering them paradoxically simpler to use in comparison to...

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