IAB Global mobile commerce report

This paper seeks to explore and understand the similarities and differences in consumer purchase and payment activities that take place on mobile devices across 19 countries that participated in the study.
  • A global phenomenon, shopping online from a mobile is becoming habitual for many people; overall, consumer satisfaction and future purchase momentum are high, given the convenience and value.
  • However, mobile consumers do have some concerns, notably security and privacy but also purchase experience; it is important to view mobile commerce as part of a multichannel purchase experience, often aiding a purchase completed elsewhere.
  • Both mobile display ads and social media are important for triggering purchase interest, aiding product discovery and driving word of mouth.
  • Beyond purchases made online, mobile wallet adoption shows the potential to foment further...

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