CEA study estimates mobile device commerce to reach $575 per user


By Telecom Lead Team:A new study conducted by Consumer Electronics
Association (CEA), a trade association promoting growth in the $195 billion
U.S. consumer electronics industry, finds that more than a third of mobile
product owners are using their devices for mobile commerce. On average, each
consumer plans to spend $575 on mobile purchases in the next 12 months,
according to CEA.


The future of mobile commerce is very promising,” said
Jessica Boothe, manager of strategic research, CEA. Consumers are open to new technologies as
they continue to evolve and develop. With the growth of mobile devices, mobile
commerce will play a more integral role in the everyday shopping habits of
consumers, especially as they continue to seek bargains and comparison shop.”


In the U.S., there are 216 million mobile device owners.
More than one-third (37 percent) of mobile device owners are engaging in some
form of mobile commerce – either shopping and/or purchasing online or in-store;
using and/or redeeming coupons or gift cards; or searching for coupons.


While most online purchases are done without mobile
devices, those engaging in mobile commerce average more than one-third (35
percent) of all online transactions. The categories most often
browsed/shopped for on mobile devices are consumer electronics (CE) and
clothing/footwear, while music and books are the categories most often
purchased. One-third (32 percent) of consumers engaging in mobile online
purchasing have bought CE online using their device.


Many of the mobile device owners plan to use mobile
devices for mobile commerce in the next 12 months. They include shopping and
couponing. On an average, they expect to spend $575 on mobile purchases over
the next year. One out of three expecting to use their mobile devices more to
search for coupons online (32 percent), use/redeem mobile coupons (30 percent),
and search for coupons in email (29 percent).


The study also found a number of reasons that consumers
who have yet to make any purchase on their mobile device are hesitant to do so:
half say they prefer to make purchases in other ways, and more than a third (35
percent) are concerned about security.


On the use of internet on mobile, 27 percent of customers
said they are comfortable using the mobile Internet because they trust current
authentication safeguards, and 25 percent feel comfortable because they trust
that their information is safe and secure. Yet, some consumers also have
concerns about authentication on their mobile devices.


Fingerprint is the best way to authenticate mobile
purchases according to 42 percent of mobile consumers, while another 24 percent
are not sure as to the best method.


Consumers want assurances that their personal
information is 100 percent safe and secure,” said Boothe. They are not fully
confident in technologies available. New and advancing technologies should
continue to be explored and developed in an effort to provide consumers with
the best and most secure mobile commerce experience possible.”


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