Friday, June 05, 2015

Latest Mobile Commerce Adoption Numbers and Strategies

As much as I like to promote and evangelize mobile technologies and mobile commerce, it remains in its infancy.  Here are some of our latest research numbers for your review:



  • 42.8% of 5,000 survey participants typically use computers only for online shopping activities.
  • 73% of 5,000 survey participants typically use computers most of the time or only for online shopping activities.
  • 1.2% of 5,000 survey participants typically use mobile devices only for online shopping activities.
  • 8% of 5,000 survey participants typically use mobile device most of the time or only for online shopping activities.
  • 18.2% of 5,000 survey participants use both computers and mobile devices regularly for online shopping activities.
  • 26.1% of 5,000 survey participants use mobile devices regularly for online shopping activities.


  • This data reveals there is a big mobile commerce growth opportunity in front of us.  I am now sorting through the survey data (5,000 survey participants produce a lot of data) to understand the impact of education, income and age on mobile commerce.  I have already found profound differences in mobile consumer behavior between various groups.

    My preliminary research reveals it is critical for a mobile retailer to know who is using a mobile application in order to maximize sales.  This knowledge should then be used to present a customized mobile experience based upon the user's preferences and demographics.  Even though consumers uniformly don't like the "idea" of vendors collecting data on them, they are happy to give it up in exchange for special treatment, discounts and deals as demonstrated by the high numbers of loyalty program participation and the reasons given for joining them.

    Stay tuned for my Mobile Consumer Behaviors and Retail Experience report.

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    Kevin Benedict
    Writer, Speaker, Senior Analyst
    Digital Transformation, EBA, Center for the Future of Work Cognizant
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    ***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I am a mobility and digital transformation analyst, consultant and writer. I work with and have worked with many of the companies mentioned in my articles.