ALL OF WARC
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
Industry Topic Pages
Shortcuts to the latest industry-focused information and insight.
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Subject Topic Pages
Shortcuts to the latest information
and insight by subject area.
Overviews of leading brand owners, and guides to key issues and tasks.
Browse all articles, papers and case studies by subject.
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
Today's Top Stories
Today's Top Stories
Wal-mart gets personal with shoppers
Euro online adspend up 11.5%
Category leadership vital in Indonesia
Mobile ad metrics questioned
Electronic Arts is most social brand
Indian attitudes to luxury alter
7 Day Round-Up
The Warc Blog
Mobile payment use rises in US
NEW YORK: Over 30% of US consumers have now utilised mobile commerce tools to make a payment, according to a study.
Data from IDC, the research firm,
that over 33% of American shoppers have paid for something using a mobile handset, more than doubling the total recorded last year.
A majority of this audience had previously deployed PayPal Mobile, run by a division of eBay, to complete transactions, with Amazon Payments and Apple's iTunes both on 40%.
"In addition, prepaid cards showed strong growth, particularly in the network branded and benefit submarkets," IDC said.
"Despite the popularity of digital downloads, such as apps and music, more respondents reported buying physical goods with their phones than online services, digital goods, or virtual currency."
Elsewhere, 73.5% of the sample as a whole had used web-based bill payment systems, which have thus become the "dominant way" for undertaking this activity.
Gartner, the insights provider, has previously predicted that mobile payments will reach a value topping $600bn by 2016, versus a projected $172bn in 2012.
To try and exploit this trend, Google, the online giant, rolled out Google Wallet in 2011, initially allowing users with a Sprint Nexus S 4G handset and shoppers possessing a Citi MasterCard to pay for items via near field communications.
AT&T, T-Mobile and Verizon, the telcos, have also joined forces to develop an equivalent system called Isis, while Microsoft is also planning to introduce a similar offering.
By contrast, Apple, the manufacturer of the iPhone and iPad, has adopted a cautious approach. Phil Schiller, its SVP, worldwide product marketing, stated that the current players were "fighting over their piece of the pie, and we aren't doing that."
Nick Holland, a senior analyst at the Yankee Group, agreed with such an assessment, arguing it would take another 18 months for the market to start maturing. "Right now it is just a gold rush," he said.
Despite its comparative hesitancy, Gene Munster, an analyst at Piper Jaffray, asserted that Apple should not be counted out. "Apple is always a comfortable number two," he said. "They let their competitors do their market research for them."
Data sourced from IDC/Wall Street Journal; additional content by Warc staff, 10 July 2012
UK smartphone battle heats up
Google taps online retail
Google leads "cultural traction" charts
Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc