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Mobile Commerce Trends by Country in 2013

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Worldwide, most mobile media users (65%) used their devices to purchase goods or services in 2013, according to a recent report by MEF.

The study, based on data from a survey of 10,000 consumers in 13 countries, found that Kenyans are most likely to have made a purchase with their mobile devices in 2013 (97% did so), followed by South Africans (94%).

Brazilians (71%), Mexicans (77%), and Indians (79%), were the least likely to have made a purchase using their mobile devices in 2013, though the majority still did so in each country.

Below, additional key findings from the survey of consumers in Brazil, China, India, Indonesia, Kenya, Mexico, Nigeria, Qatar, Saudi Arabia, South Africa, the UAE, the UK, and the US.


Purchase Trends

  • The total volume of purchases on mobile devices actually fell in 2013, but the value of individual transactions went up.
  • High-spend transactions (more than $151 US or equivalent) jumped to 39% of all purchases, up from 31% in 2012.
  • In contrast, low-spend items (under $15.99 US or equivalent) fell to 37% of all purchases, down from 43% in 2012.
  • "High spenders" are most common in Nigeria, Mexico, and Kenya.

Barriers to Purchase

Some 40% of consumers surveyed cited trust as the biggest barrier to making more purchases via mobile devices in 2013, up from 35% in 2012 and 27% in 2011.

About the research: The report was based on data from a survey of 10,000 consumers in 13 countries: Brazil, China, India, Indonesia, Kenya, Mexico, Nigeria, Qatar, Saudi Arabia, South Africa, the UAE, the UK, and the US.


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Ayaz Nanji is an independent digital strategist and the co-founder of Inbound ContentWorks, a marketing agency that specializes in content creation for businesses and brands. He is also a research writer for MarketingProfs. His past experience includes working for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Brian Sat Feb 22, 2014 via web

    Any predictions on whether Google Glass could really accelerate the mobile commerce volumes, particularly if verification could be completed via eyeball security and quick commands?

    Brian Erik Cohn

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