Mobile Commerce Accelerates


Marketing VOX

Some 9 million US mobile subscribers have used their mobile phone to pay for goods or services, and half of all data users (49 percent) say they expect to participate in mobile commerce in the future, according to Nielsen Mobile figures issued at the Internet Retailer Conference and Exhibition in Chicago.

Among the findings presented:

  • As of Q1 2008, 3.6 percent of US mobile subscribers — some 9.2 million — used their phone to pay for goods or services.
  • Men are more likely than women to use their phone for commerce: 4.5 percent (4.9 million) of men and 3.0 percent (4.3 million) of women say they have made a purchase using their phone.
  • Adults age 25-34 are the most likely to have made a purchase using their phone: 5.4 percent of that age group (or some 3 million people) have made a purchase, compared with 3.6 percent among the general mobile-subscriber population.

Mobile websites are one popular way consumers make purchases over the mobile phone. Of the 40 million active US users of the mobile web in April 2008, 5 million accessed mobile shopping and auction websites – up 73 percent from April 2007, when just 2.9 million mobile users did so, Nielsen Mobile said.

Purchasing items via text messaging is another growing form of mobile commerce. Some services allow consumers to send text messages to a phone number or mobile shortcode in order to be charged for goods or services directly on their mobile phone bills. Already, 6.5 million US mobile consumers say they’ve used text messaging to purchase an item.

MarketingCharts provides more findings.

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