MMA: Young Blood Driving Euro Mobile Commerce Participation

Young Blood Driving Euro Mobile Commerce ParticipationIllustrating yet again that it’s young blood driving the growth of mobile in no shortage of key aspects, the Mobile Marketing Association (MMA) and Lightspeed Research are dishing on the findings of the latest UK, French and German Mobile Consumer Briefing reports on Mobile Commerce.

According to the report’s findings, the UK leads the way with the largest chunk of mobile users engaging in some form of mobile commerce – 19% alone in the month of April 2010. Next in line is Germany with 13% and France with 9%. Not surprisingly, 18-34 year-olds dominate the primary demographic driving mobile commerce in the three markets studied. 29% of British consumers, 21% of German and 15% of French in this age group made transactions during the month of April.

The most typical form of mobile commerce, however, is the purchase of digital content for mobile devices, including downloadable applications and ringtones. The MMA reports that the mobile web was the medium most predominantly used for mobile commerce overall, accounting for approximately half of all transactions.

According to Dr. Peter A. Johnson, VP of Market Intelligence for the MMA: “Mobile commerce is beginning to change the mobile retail landscape. Rapid adoption of smartphones and use of app stores has provided fertile ground for mobile commerce growth to date and this will only accelerate in the coming years. This research provides a clear indication of how the convenience of mobile commerce is gaining traction.”

Especially promising for the mobile marketing and advertising communities is that respondents in all three countries expressed that they are likely to make mobile commerce transactions during the next twelve months by capitalizing on available mobile coupons or other digitally presented discounts.

“As consumers become increasingly comfortable and confident with paying for goods and services through their mobile it is possible to see m-commerce becoming mainstream or perhaps even the dominant form of transactions,” added Dr. Johnson.


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