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.
- 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
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji