Already 9 million US mobile users have used their mobile phone to pay
Nielsen Mobile, a service of the Nielsen Company, disclosed the following findings about mobile commerce opportunities:
- As of Q1/2008, 3.6% (9.2 million) of US mobile subscribers use their phone to pay for goods or services,
- Men are more likely than women to use their phone for commerce: 4.5% (4.9 million) of men and 3.0% (4.3 million) of women say they have made a purchase using their phone,
- Adults ages 25-34 are the most likely to have made a purchase using their phone: 5.4% (3 million) of adults ages 25-34 have made a purchase, compared to 3.6% of all mobile subscribers,
- 49% of mobile data users say that it is likely they will conduct mobile commerce in the future,
- Mobile websites are one popular way consumers make purchases over the mobile phone: of the 40 million active US users of the mobile web in April 2008, 5 million accessed mobile shopping and auction websites, a 73 increase over April 2007,
- Auction site eBay.com is the most popular shopping or auction destination on the mobile web, with 3.4 million unique visitors in April 2008,
- Already, 6.5 million US mobile consumers say they've used text messaging to purchase an item.
Nielsen's study reveals that security is the number one concern among those mobile data users not yet participating in m-commerce:
- 41% of data users who do not participate in mobile commerce say security is their biggest concern,
- 23% say they worry about being charged for the airtime,
- 21% say they don't trust that the transaction will be completed.
The findings come from Nielsen Mobile's monthly Mobile Insights survey of more than 30,000 US wireless subscribers, with similar data available internationally.