Articles

13.1.2011 Mobile habits diverge in US, UK

Many consumers in the UK and US are now using mobile phones for a range of commercial purposes, but exact habits differ between the two nations. Foresee, the customer relationship management specialist, studied the attitudes and behavioursof almost 20,000 people visiting the 40 leading retail websites in each market. A third of participants in both countries had accessed at least one such platform through a handset, a 9% improvement year-on-year. Looking ahead, 26% of Americans and 32% of Britons intended to use wireless devices for this reason in the future.

Elsewhere, approximately 30% of the sample had researched goods and services via the mobile internet, although the proportion completing an m-commerce transaction hit 11% in the United States and just 8% in the United Kingdom. While actually in bricks and mortar outlets, figures stood at 15% and 11% respectively regarding comparing products or prices, and reached 7% and 5% in turn concerning deploying branded apps. Among panellists who have browsed one of the Top 40 ecommerce properties on a phone, 56% of Americans and 47% of their British counterparts did so to discover how much was charged for certain items.

B.L. 13.1.2011