Digital Marketing magazine Figaro Digital teamed up with Lightspeed Research to conduct an exclusive, in-depth survey examining consumers' use, behaviour and attitudes towards mobile commerce.

1. M-commerce
Prepared exclusively for Figaro digital
June 2011
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2. About the survey
The survey was conducted on Lightspeed Research s UK online panel in June 2011. There were 1000
respondents.
Screening Results
An initial question was asked to identify those with mobile internet devices - overall 34% of respondents had
some kind of mobile internet device - with smartphones and mobile phones the most common options
Mobile device penetration
Smartphone 13 %
Regular phone with internet access 7%
Other wi-f i enabled device 5%
eReader wi-f i only 2%
eReader - with 3G 2%
Tablet wi-f i only 2%
Tablet - with 3G 2%
Other 2%
I do not have a mobile device that can
66 %
connect to the internet
Source: Lightspeed Research, UK data
The main questionnaire was asked only of those respondents with a mobile internet device of some kind -
1000 respondents
2

3. Main Survey Results
The majority of respondents with mobile internet devices have smartphones (66%), whilst 34% have regular
mobiles that can access the internet. eReaders and tablets are less common
· Men are more likely to have smartphones (70% vs 61% for women)
Type of mobile internet device owned
Smartphone 66 %
Regular phone with internet access 34 %
Other wi-f i enabled device 27 %
eReader wi-f i only 12 %
eReader - with 3G 10 %
Tablet wi-f i only 9%
Tablet - with 3G 8%
Other 8%
Source: Lightspeed Research, UK data
· Respondents aged 18-34 are much more likely to have smartphones, while those aged 55-64 are
more likely to have regular mobiles with internet access
· Those aged 55-64 are the most likely to have e-readers, whilst those aged under 55 are the most
likely to have other mobile internet devices (eg portable media players)
3

4. Type of mobile internet device owned
18 34 35 54 55 64
78 %
Smartphone 67 %
37 %
30 %
Regular phone with internet access 35 %
41 %
28 %
Other wi-fi enabled device 30 %
18 %
7%
eReader wi-fi only 13 %
17 %
9%
eReader - with 3G 9%
12 %
11 %
Tablet wi-f i only 7%
7%
11 %
Tablet - with 3G 9%
2%
5%
Other 9%
14 % Source: Lightspeed Research, UK data
Almost all respondents (99.8%) have made a mobile internet purchase in the past month, with more than half
(55%) making 2-5 mobile purchases during this time
· There are no noteworthy differences between men and women, nor across age groups
Purchases made on mobile internet
device in past month
55 %
27 %
11 %
7%
0.2 %
1 2-5 5 - 10 More than 10 None
Source: Lightspeed Research, UK data
4

5. Apps and music are the most common purchases, followed by clothes and electronic books
· Men are more likely to have purchased apps and take-away meals, while women are more likely to
have purchased clothes via their mobile internet device
Items purchased in the last month
Apps 39 %
Music 30 %
Clothes 25 %
eBooks / iBooks 23 %
Other 19 %
Travel (hotel, train ticket, f light etc) 19 %
Everyday purchases such as f ood, 15 %
Event tickets 13 %
Take-away meal 13 %
Video content 7%
Charity donation 4%
Source: Lightspeed Research, UK data
Base: Made a purchase via mobile internet device in last month
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6. Items purchased in the last month
Male Female
Apps 45 %
32 %
Music 32 %
28 %
Clothes 19 %
31 %
eBooks / iBooks 22 %
24 %
Other 21 %
18 %
Travel (hotel, train ticket, f light etc) 20 %
18 %
Everyday purchases such as f ood, 16 %
14 %
Event tickets 14 %
13 %
Take-away meal 16 %
9%
Video content 9%
3%
Charity donation 4%
3%
Source: Lightspeed Research, UK data
Base: Made a purchase via mobile internet device in last month
· Half (51%) of 18-34 year olds have purchased apps in the past month
· Around one third of 18-54 year olds have purchased music
· Electronic book purchases are most popular with those aged 55-64 - with one third purchasing at least
one in the past month
· Purchasing take-aways via mobile is most common amongst 18-34 year olds
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7. Items purchased in the last month
18 34 35 54 55 64
51 %
Apps 37 %
19 %
36 %
Music 30 %
17 %
28 %
Clothes 23 %
21 %
18 %
eBooks / iBooks 23 %
33 %
15 %
Other 21 %
24 %
17 %
Travel (hotel, train ticket, f light etc) 20 %
21 %
Everyday purchases such as f ood, groceries 15 %
15 %
etc. 14 %
15 %
Event tickets 13 %
11 %
17 %
Take-away meal 12 %
6%
10 %
Video content 6%
2%
5%
Charity donation 2%
4%
Source: Lightspeed Research, UK data
Base: Made a purchase via mobile internet device in last month
One quarter of respondents believe they have been influenced to make a purchase by a mobile ad
· males and those aged 18-34 most likely to say they have been influenced to purchase by a mobile ad
Proportion that have been influences to
make a purchase by a mobile ad
33 %
29 %
25 %
23 %
20 %
14 %
Total Male Female 18 34 35 54 55 64
Source: Lightspeed Research, UK data
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8. Of those who were influenced to buy by a mobile add, four out of ten said they could remember the ad
· Amazon and apple/itunes ads were the most commonly cited
Of those who can remember the ad
· 46% said it was sent to them or shared by a friend (men are more likely to say this than women 52%
vs 35%)
· 71% said it was for something they were already considering buying (women were more likely to say
this than men 76% vs 68%)
· 62% said they came across the ad while researching the purchase on their mobile device
The majority (52%) have used their mobile internet devices to do product research when shopping on the high
street.
· Men and 18-34 year olds are most likely to do this
Proportion that use their mobile
internet device to do product research
when shopping on the high street
62 %
57 %
52 % 51 %
47 %
35 %
Total Male Female 18 34 35 54 55 64
Source: Lightspeed Research, UK data
Base: Made a purchase via mobile internet device in last month
Price comparison research is the most popular high street mobile research conducted, followed by product
research, reading reviews by consumers and checking for availability
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9. Type of research conducted
Visit price comparison sites 68 %
Find out more about the product 49 %
Read product reviews by other
45 %
users
Check availability 45 %
Visit the website of the
35 %
product/company making the item
Read product reviews by
30 %
prof essionals
Find out more about the retailer 15 %
Other 2%
Source: Lightspeed Research, UK data
Base: Those who research purchases on mobile devices when shopping on high street
· Men are more likely to visit product comparison sites, to do product research, and to read professional
reviews
Type of research conducted
Male Female
Visit price comparison sites 72 %
61 %
Find out more about the product 51 %
46 %
Read product reviews by other users 43 %
49 %
Check availability 43 %
46 %
Visit the website of the product/company 38 %
making the item 31 %
Read product reviews by prof essionals 33 %
25 %
Find out more about the retailer 14 %
16 %
Other 2%
1%
Source: Lightspeed Research, UK data
Base: Those who research purchases on mobile devices when shopping on high street
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10. Convenience is the main reason respondents chose to purchase via mobile rather than a computer or visiting
a store. This was much more commonly cited than the next most popular reason - that the item was for a
mobile device
Why choose mobile over other
purchase methods?
It was the most convenient
55 %
method
It was easier as the item was for
26 %
my mobile device
It was cheaper than elsewhere 17 %
Could not get to the store, or the
12 %
store was closed
I could only buy the item via
8%
mobile
I received a discount f or using my
7%
mobile device
Other 3%
Source: Lightspeed Research, UK data
Base: Those who have purchased via mobile device in the past month
The majority of respondents prefer to make mobile purchases via visiting a website (71%) over using apps or
SMS
Preferred way to purchase via
mobile?
Via a Website 71 %
Via an App 23 %
Via an SMS 4%
Other 3%
Source: Lightspeed Research, UK data
Base: Those who have purchased via mobile device in the past month
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11. Consistent with their greater ownership of smartphones, 18-34 year olds are more likely to prefer purchasing
via apps, while those aged 35+ prefer to use websites when making mobile purchases.
Preferred way to purchase via
mobile?
18 34 35 54 55 64
65 %
Via a Website 72 %
78 %
30 %
Via an App 22 %
12 %
3%
Via an SMS 4%
4%
2%
Other 3%
6%
Source: Lightspeed Research, UK data
Base: Those who have purchased via mobile device in the past month
Paypal is the most preferred method for making payments for mobile shopping. Direct billing is much less
popular (11%)
Preferred way to pay when
purchasing via mobile?
Paypal 45 %
Credit card 30 %
Direct billing 11 %
Bill on my mobile phone bill 6%
Voucher/code 4%
Other 3%
SMs charge 1%
Source: Lightspeed Research, UK data
Base: Those who have purchased via mobile device in the past month
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12. · Respondents aged 55-64 are much more likely to prefer to pay via credit card, and are less likely to
prefer to pay via Paypal
Preferred way to pay when
purchasing via mobile?
18 34 35 54 55 64
47 %
Paypal 46 %
40 %
26 %
Credit card 29 %
40 %
13 %
Direct billing 11 %
10 %
7%
Bill on my mobile phone bill 7%
4%
5%
Voucher/code 3%
2%
1%
Other 3%
4%
2%
SMs charge 1%
1%
Source: Lightspeed Research, UK data
Base: Those who have purchased via mobile device in the past month
96% of respondents who had made a mobile purchase in the past month were satisfied with the experience.
Of the 4% who were dissatisfied:
· 63% said the service was too slow
· 37% said purchasing on their mobile device was more complicated
· 19% had problems making a payment
· 16% weren't happy with the product
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13. One in four (41%) said they would think twice about using a retailer again if they had a poor mobile
purchasing experience, and a similar proportion said they might be deterred. Only 15% said a poor mobile
experience would not deter them from using a retailer again
· Men are more likely to say they would be put off (44% vs 37%)
· 18-34 year olds are more likely to say that one poor experience would put them off a retailer
Would a poor mobile purchasing
experiences put you off using that
retailer again?
41 % 40 %
15 %
4%
Yes No Maybe Don't know
Source: Lightspeed Research, UK data
Base: Those who have purchased via mobile device in the past month
Would a poor mobile purchasing
experiences put you off using that
retailer again?
18 34 35 54 55 64
48 %
44 % 42 %
38 %
33 % 34 %
19 %
14 % 15 %
5% 3% 5%
Yes No Maybe Don't know
Source: Lightspeed Research, UK data
Base: Those who have purchased via mobile device in the past month
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14. Most respondents (51%) say that a mobile purchase is easier or more practical than buying via computer for
some purchases or services. Only 19% of respondents say they find purchasing from their mobile internet
device easier in general
· Men are more likely than women (22% vs 16%) to say mobile device purchasing is easier
· One quarter (25%) of 18-34 year olds say mobile device purchasing is easier / more practical than
buying via computer
Do you find making purchases via
mobile easier / more practical than
via computer?
51 %
30 %
19 %
Yes No Depends on the specific
product or service
Source: Lightspeed Research, UK data
Base: Those who have purchased via mobile device in the past month
Do you find making purchases via
mobile easier / more practical than
via computer?
Male Female
55 %
47 %
31 % 30 %
22 %
16 %
Yes No Depends on the specif ic
product or service
Source: Lightspeed Research, UK data
Base: Those who have purchased via mobile device in the past month
14

15. Do you find making purchases via
mobile easier / more practical than
via computer?
18 34 35 54 55 64
56 %
54 %
44 %
31 % 30 % 31 %
25 %
17 %
13 %
Yes No Depends on the specif ic
product or service
Source: Lightspeed Research, UK data
Base: Those who have purchased via mobile device in the past month
Just over half (58%) think their mobile device is well suited to mobile purchasing. Almost one in five (17%) say
that their screen is to small, and 13% are worried about payment security
Do you feel your mobile is well suited
for making purchases?
58 %
17 %
13 % 12 %
8%
Yes No, because it is No, because I am No, because it is No, because it
too small worried about too slow has poor internet
payment security connection
Source: Lightspeed Research, UK data
Base: Those who have purchased via mobile device in the past month
15

16. Women are more likely to be worried about payment security, and are less likely to think their mobile is well
suited to making purchases. Consistent with the higher penetration of smartphones, those aged 18-54 are
most likely to consider that their mobile is well suited to making purchases.
Do you feel your mobile is well suited
for making purchases?
Male Female
61 %
55 %
18 % 16 %
16 %
13 % 12 %
10 % 8%
8%
Yes No, because it is No, because I am No, because it is No, because it
too small worried about too slow has poor internet
payment security connection
Source: Lightspeed Research, UK data
Base: Those who have purchased via mobile device in the past month
Do you feel your mobile is well suited
for making purchases?
18 34 35 54 55 64
62 %
59 %
50 %
20 % %
22
18 %
15 % 14 %
11 % 9% 11 % 11 %
7% 8% 9%
Yes No, because it is No, because I am No, because it is No, because it
too small worried about too slow has poor internet
payment security connection
Source: Lightspeed Research, UK data
Base: Those who have purchased via mobile device in the past month
16

17. For those who have apps or an app-enabled device it is most common to have 1-5 paid for apps
Number of paid for apps currently on
device?
36 %
25 %
14 %
12 %
8%
6%
None - my None 1 5 6 - 10 11 - 20 More than 20
device doesn't
use apps
Source: Lightspeed Research, UK data
Base: Those who have purchased via mobile device in the past month
Those aged 18-34 are more likely to have paid-for apps - again 1-5 is the most common number
Number of paid for apps currently on
device?
18 34 35 54 55 64
43 %
35 % 33 %
28 %
23 % 25 %
22 %
15 % %
15
11 % 9% 8 %9 %
6% 5% 5 %7 %
1%
None - my None 1 5 6 - 10 11 - 20 More than 20
device doesn't
use apps
Source: Lightspeed Research, UK data
Base: Those who have purchased via mobile device in the past month
17

18. Most people who have purchased apps keep them for longer than 3 months - this is particularly true for
respondents aged 35 - 54 years.
Average time a paid-for app stays on
your device
54 %
15 % 15 %
12 %
5%
Less than 1 week One week One month Up to three Longer than three
months months
Source: Lightspeed Research, UK data
Base: Those who have purchased apps on their mobile device
Average time a paid-for app stays on
your device
18 34 35 54 55 64
60 %
49 % 48 %
23 %
19 %
15 % 15 % 15 % %
13
12 %
10 %
6% 5% 7%
3%
Less than 1 week One week One month Up to three Longer than three
months months
Source: Lightspeed Research, UK data
Base: Those who have purchased apps on their mobile device
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19. One third (34%) have used geo-location apps, with Google Buzz the most popular
· Men are more likely to use geo-location apps than women (38% vs 29%)
· The younger the respondent, the more likely they are to use geo-location apps (18-34:39%, 35-
54:32%, 55-64:27%)
Geo-location apps used
66 %
25 %
4% 3% 3%
1% 1%
Foursquare Google Buzz Gowalla Brightkite Loopt Other None
Source: Lightspeed Research, UK data
Base: Those who have purchased via mobile device in the past month
· For the majority of those who don't use geo-location apps, there is no reason to use them (56%),
whilst only 13% are worried about the security of their personal information
Reasons why geo-location apps not
used
56 %
14 % 13 % 11 % 9% 9%
There's no Don't like the I'm worried Other I can't use apps They are an
reason f or me idea of them about the on my mobile invasion of
to use them security of my device privacy
personal
inf ormation
Source: Lightspeed Research, UK data
Base: Those who do not use geo-location apps
19

20. 18-34 year olds are the most likely to say that there is no reason for them to use geo-location apps, while
those aged 55-64 are most likely to say they can't use geo-location apps on their mobiles
Reasons why geo-location apps not
used
18 34 35 54 55 64
61 %
56 %
48 %
17 % 16 % 17 %
14 %
12 % %
13 11 % %
13 11 % 10 % 10 % %
9
7% 7%
4%
There's no Don't like the I'm worried Other I can't use They are an
reason f or me idea of them about the apps on my invasion of
to use them security of my mobile device privacy
personal
inf ormation
Source: Lightspeed Research, UK data
Base: Those who do not use geo-location apps
Improved speed, better offers, greater ease and security, and a better range of products are all important to
encourage increased mobile shopping
What would prompt you to make more
purchases via your mobile over the next
12 months?
29 % 28 %
26 % 25 % 24 %
14 % 14 %
5%
If it was If there were If it was If it was If more If I had a Nothing you If I received
quicker more mobile more secure easier products I dif f erent or prompt me more
purchase wanted were more to purchase targeted ads
specif ic available via advanced via my to my mobile
of fers or mobile mobile mobile device
discounts device
Source: Lightspeed Research, UK data
Base: Those who have purchased via mobile device in the past month
20

21. Men are more likely to make more mobile purchases if the process were quicker, and if there were more
products they wanted available via mobile
What would prompt you to make more
purchases via your mobile over the next
12 months?
Male Female
32 % 30 %
25 % 26 % 27 % %
25 27 %
25 % %
25
20 %
15 % % 16 %
14 12 %
7%
3%
If it was If there If it was If it was If more If I had a Nothing you If I received
quicker were more more easier products I dif f erent or prompt me more
mobile secure wanted more to purchase targeted
purchase were advanced via my ads to my
specif ic available mobile mobile mobile
of fers or via mobile device device
discounts
Source: Lightspeed Research, UK data
Base: Those who have purchased via mobile device in the past month
Those aged 55-64 are most likely to say that nothing would encourage them to make more mobile purchases,
and also the most likely to say a more advanced mobile would encourage them to do more mobile shopping
21

22. What would prompt you to make more
purchases via your mobile over the next 12
months?
18 34 35 54 55 64
33 % 34 %
29 % 31 % 30 % 28 %
26 % 25 %
21 % 23 % 21 % %
22
19 % 18 % 19 %
17 % 16 % %
17 15 %
11 % 10 %
6 %6 %
2%
If it was If there were If it was If it was If more If I had a Nothing you If I received
quicker more mobile more secure easier products I diff erent or prompt me more
purchase wanted were more to purchase targeted ads
specific available via advanced via my to my mobile
of fers or mobile mobile mobile device
discounts device
Source: Lightspeed Research, UK data
Base: Those who have purchased via mobile device in the past month
For more information please contact:
Ralph Risk, Marketing Director, EMEA
T: +44 (0)207 896 1950 | M: +44 (0)787 650 7689| F: +44 (0)207 896 1901
rrisk@lightspeedresearch.com | www.lightspeedresearch.com
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