1. Mobile Commerce
Consumer Research
Presented by Naor Chazan
Marketing Director, The Americas

2. Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
Proprietary Panels in 24 Countries

3. Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
We have
local market
knowledge and experience.
Incorporated in May, 2000
Member of WPP Group
Servicing clients across the globe
Local client service and delivery teams
United States
Basking Ridge, NJ
Cambridge
New York City
Toledo
Wilmington
Europe
London, United Kingdom
Amsterdam
Hamburg
Milan
Munich
Paris
Wetzlar
Asia Pacific
Sydney, Australia
Beijing
Hong Kong
Seoul
Tokyo

4. Mobile Commerce
Consumer Research

5. Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
Research Methodology
• Mobile internet survey of 3,905 respondents
using mobile phones with internet access.
• Conducted in the U.S. August 26-30, 2010
• Opt-in consumer panel of adults 18+ only

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Nearly half of respondents shop mobile
48%
Have made a purchase
on their mobile phone

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Men are more frequent mobile shoppers
53% 47%

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Younger demographic leads adoption
52% 51%
48%
40% 38%
18-24 25-34 35-44 45-54 55-84
Made a purchase via mobile phone
Source: Lightspeed Research US Data

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Shopping on a PC remains preferable
47%
“I prefer to shop on a PC”

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Payment security less of a barrier
13%
“I’m worried about
payment security”

11. Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
47%
14% 13% 12% 11%
3% 2%
I prefer to
shop on a
regular PC
I do not want
to/no interest
I’m worried
about
payment
security
It is too slow
on my mobile
Internet
connection
I prefer to
shop in the
store
I do not know
how
I can’t do it on
my phone
Why haven’t you shopped on a mobile phone?
Source: Lightspeed Research US Data
Additional barriers to m-commerce

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Women prefer in-store shopping
2:Over men
1

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Apps and games are most popular
purchases made
78%

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Music purchases still top the charts
44%

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What else are we buying on mobile?
78%
44%
39%
31%
27%
22%
16%
15%
8%
3%
Phone games or apps
Music for phone
Ringtones
Other
Movie Tickets
Take-out
Travel (hotel, train ticket)
Movies/videos for phone
Charity donation
Groceries Source: Lightspeed Research US Data

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55+ Most likely to purchase travel and
accommodations

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Mobile web browers preferred over apps
54%
Prefer shopping on
retailers’ website
41%
Prefer apps
5%
Prefer SMS

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How are consumers paying for mobile
purchases?
48%
Prefer paying with
their credit card

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32%
Prefer paying with
PayPal or similar
How are consumers paying for mobile
purchases?

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17%
Direct billing on
phone bill
How are consumers paying for mobile
purchases?
3%
Redeeming a code
or voucher
1%
SMS charge

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Mobile: Beyond making purchases
80%
Locate the nearest store

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Mobile: Beyond making purchases
70%
Compare pricing

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Mobile: Beyond making purchases
65%
Read product reviews

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57%
Check product
availability
Mobile: Beyond making purchases
56%
Read more
information on
retailer’s website
5%
None of these

25. Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
Most popular platforms for m-commerce
36% 25% 19% 7%

26. A quick look at other
mobile activities
Conducted on Lightspeed Consumer
Panel (U.S. Data)

27. Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
Mobile coupons offer mixed opinions
I would welcome receiving text messages with coupons for
discounts in shops and restaurants and most definitely use it
3.1
I would welcome receiving text messages with coupons for
discounts in shops and restaurants but probably wouldn’t use it
3.4
If I received a text message with a coupon with a discount for a
restaurant, I would want to know more and browse the mobile
internet
3.4
If I received a text message with a coupon with a discount for a
restaurant, I would want to know more and browse the internet
on my PC
2.4
I do not welcome such text messages 2.7
Order of preference

28. Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
Mobile internet usage
67%
11%
Daily
10%
Few times
a month
7%
Several times
a week
5%
1+ hours
a day
1%
As a primary
internet source
Don’t use the mobile internet

29. Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
Mobile internet usage
Downloaded apps 2.7
Widgets (bookmarks) stored on my
phone to my favorite sites
2.9
Mobile internet 2.5
How do you access content using the mobile phone ?
(in order of your usage/preference)

30. Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.
Key takeaways
• Ask for customers’ opinions, then design with them in mind.
• Develop breakthrough apps, but not at the expense of your
mobile web site.
• Aim to make mobile shopping easy - checkout even easier.
• Integrate powerful social media, location-based features into
your m-commerce offering.

31. Thank you!
Naor Chazan, Lightspeed Research
nchazan@lightspeedresearch.com