MEF Study finds US mobile purchasing is behind other countries

A new study by MEF has found that Americans are behind other countries when it comes to embracing mobile commerce. The number one reason stated being that Americans doubt the security when making purchases via their mobile devices.  The survey was made up of 8,530 respondents that were polled in developed and developing economies which included Brazil, Egypt, India, Indonesia, Qatar, Singapore, South Africa, the UK and the US.

Of all countries surveyed, the MEF study found that the UK had the highest percentage of mobile commerce usage. A staggering 91% of those surveyed reported that they had used their mobile device to research and or purchase. Next in line came Brazil with 79%. Out of all countries that took part in the study, an average of 72% of respondents reported that they used their mobile devices to engage in mobile commerce. This shows consumer engagement is rising and rapidly in the mobile commerce space, but not everything in the study was so positive.

MEF mobile commerce study discovers the United States may be lagging a little

The MEF study found that in North America only 38% of those polled purchased goods or services over their cell phone network in the last 6 months. However, 41% in of Americans polled have purchased from a retailer’s e-commerce store and 11% have purchased with their mobile phone from a social media page. The big growth area is projected to be in mobile wallets and NFC payments as we move forward. The MEF study found that 9% of those questioned in the United States have used their mobile to pay at point of purchase, in a store. With no commercially available NFC mobile wallets currently launched, that figure seems a tad high to us, but if it is a true representation of mobile payments engagement we should be able to see that percentage sky rocket as NFC payments using a secure element take hold over the next few months to a year.

MEF finds security concerns are stifling mobile commerce engagement and growth

Twenty-six percent of US consumers cited security concerns were the main reason they did not use their mobiles to make purchases more often. This was inline with global figures which averaged out at 27%. We have said it before and will say it again, highlighting security and the safe guards in place to protect consumers’ sensitive digital data is paramount to the expedient adoption of mobile commerce. We feel that NFC secure element technology will go a long way to convincing consumers of the added safety that can be achieved by using their mobile devices as forms of payment, but the information has to be marketed enough so that the public become educated on why the next generation of mobile commerce payment systems are safer than what has come before in many aspects.

“This global research clearly demonstrates that consumers across the world are embracing mobile as a key access point for their content and commerce needs,” commented Andrew Bud, Global Chairman, MEF. “It also illustrates that mobile is an essential platform for companies wishing to drive consumer engagement and monetize their goods, services and digital products. Over the past 10 years, MEF has helped to grow mobile content into the $36 billion industry it is today, assisting its members in navigating the complexities of the channel and capitalize on its opportunities,” Bud added.

MEF started life as a lobbyist organization partially setup by the entertainment industry to protect digital rights and promote digital commerce of content. They have now expanded their mandate to include supporting and capitalizing on opportunities that mobile commerce is affording. It also helps members find ways in which to monetize content. The figures we have quoted today come from the MEF Global Consumer Survey which was conducted in June of this year.