Mobile At The Heart Of Retail Experience According To IAB Global Report

Mobile At The Heart Of Retail Experience According To IAB Global Report
Carlotta Vittori
By Carlotta Vittori
SHARE
THIS



Mobile shopping and purchasing have become the norm across the globe, according to “Mobile Commerce: A Global Perspective,” an in-depth survey of mobile users from 19 countries around the world, released today by the Interactive Advertising Bureau (IAB) at the IAB MIXX Conference.

Just over three-quarters (76 per cent) of smartphone and tablet users in APAC said they have purchased a product or service on their smartphone or tablet in the past six months.  In Australia, 45 per cent of respondents buy using a mobile device on a monthly basis and report that they make 33 per cent of their typical monthly purchases using mobile screens.

The Report found that cross channel research and purchase is the new norm in Australia, with mobile absolutely central to the retail experience in both the physical and digital commerce worlds.  The data shows that Australians comfortably move across screens and stores to purchase with 55 per cent of purchasers use mobile to check out products on their mobile device before purchasing in store, while 45 per cent used their laptop or PC.  63 per cent of respondents purchase in a store, while 50 per cent buy on their mobile device, showing that influence mobile has in driving traffic instore.

Overall 79 per cent of Australians are satisfied with their mobile commerce experience and some 59 per cent expect to increase their spend on m-commerce in the next six months.

Australian m-commerce consumers are more likely to spend than global averages across all major categories, including for fashion, tickets, household items, digital content, apps, services and utility payments.  The report highlighted considerable opportunity for Australian retailers to take advantage of consumers comfort moving across screens and stores, by offering more m-commerce engagement in the areas of grocery, electronics, homewares and physical entertainment.

Seventy-six per cent of Australian mobile purchasers said that they had engaged with a mobile ad in the last six months.

Social media plays an important role.  Globally sixty per cent of mobile purchasers say they often discover products and services to buy on social platforms. More than one-third (36 per cent) of mobile purchasers used social media to share their mobile purchase experience.

Vijay Solank, CEO of IAB Australia commented: “Whether it’s purchasing on a mobile device, or searching for more information before buying in store, mobile is a critical platform to drive sales and support today’s consumer retail experience.  Retailers and their agencies would be well advised to build clear consumer journey maps and explore mobile strategy options including mobile optimised websites as a minimum, and mobile apps, financial tech to make it easier and safer to buy on mobile devices and the better use of data to drive future mobile commerce growth.”

According to Richard Knott, Regional Director APAC of Celtra, and Chair of the IAB Australia Mobile Advertising Council, this report supports the experience of the Council members.

“With huge increases in the consumer time spent on mobile devices and the improvements in customer experience on commerce sites, the convenience factor of m-commerce is undeniable,” he said.

The report shows that credit/debit cards on mobile web and online payment services are the most popular payment methods (40 per cent and 37 per cent respectively).

Mobile wallet users are the most heavily engaged in mobile commerce, purchasing more frequently on mobile (36 per cent weekly vs. 23 per cent) than average mobile shoppers. In addition, they are more likely to engage with mobile ads (82 per cent interacted vs. 76 per cent).

To download the complete IAB “Mobile Commerce: A Global Perspective” report, go to https://www.iabaustralia.com.au/research-and-resources/research-resources/item/12-research-and-resource/2174-mobile-commerce-australia-and-the-world

Methodology

A 22-question survey was designed and fielded by OnDevice Research in 19 markets (Australia, Austria, Brazil, Canada, Chile, China, Colombia, France, Ireland, Japan, Mexico, New Zealand, Norway, Peru, Sweden, Turkey, Singapore, the U.K., and the U.S.) from July 22 – August 17, 2016.  All respondents were asked the same questions such as items purchased, frequency of purchase, where purchased and how much was spent. Two hundred adults, age 18+, were interviewed for each market. Respondents confirmed that they regularly conduct online activities on mobile (smartphone or tablet) and have purchased a product or service on mobile in the past 6 months. Participants completed the survey on either a smartphone or tablet.

This IAB research was conducted with the additional support of IAB Australia, IAB Austria, IAB Brazil, IAB Canada, IAB Chile, IAB China, IAB Colombia, IAB France, IAB Ireland, IAB Mexico, IAB New Zealand, Japan Interactive Advertising Association, IAB Norway, IAB Peru, IAB Singapore, IAB Sweden, IAB Turkey, and IAB UK.

Please login with linkedin to comment

IAB Global Report tony awards

Latest News

Hands using mobile payments, Digital marketing. Banking network. Online shopping and icon customer networking connection on virtual screen, Business technology concept
  • Media

IAS Report: Australian Digital Advertisers Experience Higher Brand Risks Across All Buying

Today, Integral Ad Science (IAS), a global leader in digital ad verification, released its Media Quality Report (MQR) for H2 2020, providing transparency into the performance and quality of Australian digital media, alongside global comparisons. Integral Ad Science’s H2 2020 MQR highlights brand safety, ad fraud, and viewability trends across display, video, mobile web, and […]

Quintis Appoints Illuminate As Global PR Partner
  • Media

Quintis Appoints Illuminate As Global PR Partner

Quintis Sandalwood has appointed Illuminate as its global PR partner following a competitive pitch process. Proudly Australian, Quintis produces and markets Indian Sandalwood oil, logs, chips and powder products across the world to major companies in industries such as fragrance, aromatherapy, cosmetics, handicrafts and Traditional Chinese Medicine industries. Illuminate will be responsible for a global communications […]

Image lead story Even More Pics From The 30 Under 30 Awards!
  • Media

Even More Pics From The 30 Under 30 Awards!

Hopefully the weekend has given everyone enough time to recover from B&T’s 30 Under 30 awards and prepare themselves for our official photo dump! We shared some of the highlights last week, and now you can peruse all of the pictures taken on the night. Thank you to everyone for attending this year’s awards, and […]

Recommended

by B&T Magazine

B&T Magazine
Kinderling Kids Streams Ahead With Direct-To-Consumer Offering
  • Marketing

Kinderling Kids Streams Ahead With Direct-To-Consumer Offering

Kinderling Kids Radio (Kinderling) has announced the completion of its move from DAB+, where it launched six years ago, to a direct-to-consumer streaming model, accessible online or through the Kinderling Kids iOS and Android app. The Parent Brand, the parent company of Kinderling Kids and Babyology, made the decision to shift as streaming and on-demand […]

RUN Take On The Flu
  • Advertising
  • Campaigns

RUN Take On The Flu

Globally award-winning, indie agency RUN, have launched the New Zealand National Influenza Immunization Campaign, running over the next 8 weeks across TV, digital, social, print and press.

Audika Says Stop Ignoring The ‘Whats’ And Get A Hearing Test, Via Ward6
  • Campaigns

Audika Says Stop Ignoring The ‘Whats’ And Get A Hearing Test, Via Ward6

Most people over 60 stay on top of their health with regular check-ups. Whether it’s eyes, prostate or breasts, they realise at their age it’s important. But one that gets ignored is hearing. They’d rather live with gradual hearing loss, and continually ask what, huh, pardon or sorry until it seriously impacts their life and […]

Connecting Plots To Handle [yellow tail] Social Media Following Account Win
  • Media
  • Technology

Connecting Plots To Handle [yellow tail] Social Media Following Account Win

Creative communications agency Connecting Plots has been appointed by Casella Family Brands to handle the social media accounts for [yellow tail] wine in Australia. The win follows an audit of the Casella Family Brands social activities, which led to [yellow tail] rethinking its approach to social media and how it aligns with its overall marketing […]

HERO’s B.B.E Wins v2food Account
  • Media

HERO’s B.B.E Wins v2food Account

v2food, has appointed HERO’s B.B.E as the lead strategic and creative agency for the brand following a competitive pitch process. v2food is an Australian pioneering food technology business with a global vision to feed the planet sustainably. After launching nationally in 2019, v2food has been on a mission to offer Australians an easy alternative to meat […]

Rows of coins isolated on white background. Finance and banking concept.
  • Media

Magnite And Adform See Monetisation Uplift Using First-Party Identifiers

Magnite (Nasdaq: MGNI), the largest independent sell-side advertising platform, today announced it has been working with Adform, the only independent global ad management platform covering all aspects of the digital campaign lifecycle, to scale first party identifiers in privacy-safe ways. With the pending elimination of third-party cookies, the industry must establish future-proof identity solutions for publishers and buyers.

Martin Box Named Co-Chair Of Commercial Producers Council
  • Media

Martin Box Named Co-Chair Of Commercial Producers Council

The Commercial Producers Council is delighted to announce the appointment of Martin Box (pictured) as its new Co-Chair, effective immediately. Box, Head of Production at Airbag, joins Co-Chair Pip Smart, and fills the vacancy left by Lucas Jenner who steps aside from the Co-Chair role after four years of service, in accordance with the CPC’s […]