What most values 41% is the ease and comfort in the purchase m-commerce. The most purchased categories via mobile are fashion (47%), leisure (37%), travel (35%) and electronics (34%).
IAB England, the association of advertising, marketing and digital communication in England, today presented the VIII Annual Mobile Marketing Study sponsored by Adgage and Kwanko and carried out in collaboration with Elogia.
Mobile penetration between 16-65 years reaches 94%, of these the vast majority already use smartphone, representing a population of 21.5 million individuals. In smartphone penetration, Samsung’s leadership (33%) stands out against Iphone (11%), followed by Huawei (10%) and BQ (8%). In terms of operating systems, Android accounts for 83% of the market compared to 11% of iOS and 4% of Windows. However, on tablet, Samsung (36%) of penetration stand out, followed by Apple (20%) and in terms of Android operating system it is the leader with 73% followed by iOS (18%).
Mobile Internet Activities
The smartphone is the device with the most internet access (85% daily), to the detriment of the desktop computer (63%) or the tablet (37%).
Young people between 16 and 30 years of age connect via smartphone almost one more hour a day (3: 28hrs) more than the average daily connection (2:34 hrs). However, the use in tablet, falls compared to 2015, standing at 1:19 hrs. daily. The most carried out activities are social and recreational, daily on smartphone and weekly on tablet.
Regarding the payment per app, two thirds of the sample say they pay for apps, which increases compared to 2015. The preferred contracting model is free access in exchange for advertising. Among those who have paid for an app, it pays relevance to pay whatever it costs or the freemium concept.
The mobile, as a second screen, appears regularly and frequently for a third of the sample, while the use of the tablet decreases (18%). While watching TV, mobile is used to chat (55%), use social networks (45%) or check email (41%); and the tablet to check the mail (38%), which happens to occupy the first place and secondly Games (35%) and social networks (33%).
There is still a high percentage of users who perceive that less than half of the emails received are not adapted to mobile devices (39%). The proportion of respondents who declare that before an email not adapted to the mobile phone, it opens it from another device (41%) increases.
For 38% of respondents, the commercial communications received are not perceived as providing relevant information, and 47% would like them to be more personalized.
Currently, through the mail channel they receive information about the contracted services or those that are subscribed (70%), while the SMS is used, in addition to the telephone operators (42%), especially for orders (41%) or shipments (38%).
In display campaigns, the click must take to the advertised brand website (62% on smartphone and 61% on tablet) or discounts (43% on Smartphone and 37% on tablet). The most “clicked” advertising is about technology (40%), travel and tourism (39%) and cinema, series and TV (35%).
The mobile in the purchase process
9 out of 10 users use the smartphone in the purchase process, mainly to search for product information (82%), search and price comparison (79%) and to view opinions (72%).
4 out of 10 Internet users declare to have made a purchase through mobile (m-commerce) and 41% declare a great degree of ease and comfort.
41% of respondents have ever bought by mobile and the most purchased categories are fashion (47%), leisure (37%), travel (35%) and electronics (34%).
Making payments through an app becomes an increasingly widespread process (23%), and is done for restaurants, supermarkets and parking meters.
Mobile on the Internet of things
The smartwatch or watch with internet access is known by 61% of respondents, although its use is more limited (22%). The use of the mobile phone for home automation is best known as mobile in IoT (53%) and used only by 3%, mainly as a TV remote control and to activate the home alarm.
In the words of Antonio Traugott, General Director of IAB England, «the advancement of mobile is unquestionable not only for advertising or for marketing tools that make life easier for people, but as an increasingly used tool for online shopping . The data of 40% of users who buy via mobile is very clarifying ».