Business – The m-commerce is booming, but is growing gradually, which is a long-term. In Europe, only 2% of consumers made a purchase via a mobile according to Forrester. The firm is optimistic and expects smartphones to support the growth of this market.
The m-commerce market is still worth in Europe, according to Forrester. For analyst Thomas Husson, purchase from a mobile is still in its infancy. The most common transactions involve digital content.
For their acts of purchase, consumers are so far still very little use of their mobile phone. According to the Forrester study conducted among 140,000 Europeans, only 2% have made purchases on mobile.
Italy and Sweden ahead with 8 and 10% of consumers interested
A small proportion is notably due to the lack of enthusiasm of consumers in this mode of purchase. Indeed, they are only 5% expressing an interest m-commerce. Forrester finds by abest test of disparities between states.
In Italy and Sweden (and to a lesser extent the United Kingdom) that palatability is highest with 3% of individuals who made a purchase on mobile. The interest is also higher (respectively 8 and 10%).
In France, however, m-commerce is just emerging. Only 1% of French people interviewed has made shopping from a mobile phone. But whatever the country, the mobile business is concerned especially operations related to a purchase (rather than direct purchases).
They are so 16% have used their mobile to search for such products, check the status of an order, compare prices or locate a store nearby with the intention of purchasing a specific property.
Vendors are beginning slowly to integrate the mobile sales
Despite this, Forrester is optimistic. The m-commerce is just starting to. It could however benefit directly from sales of smartphones. It was on these types of terminals that are the most common purchasess
In the second quarter of 2010, 28% of European iPhone owners have searched for products on their phone. 13% of them reported having made at least one monthly purchase.
This feature of smartphone users would encourage brands and distributors to develop the sales channel Forrester – by optimizing their sites for mobile or launching mobile applications.
For 2010, eBay believes that mobile transactions will account for between 1.5 and 2 billion dollars. But the U.S. giant is still exceptional office. For the majority of players m-commerce revenues are restricted. Only a handful of stores each month revenue figures in millions of dollars.
According to Forrester, the market for m-commerce should be seen in the long term. To grow, it will particularly need the development of NFC and the standardization of mobile barcode judge's office.