M-commerce will grow through Christmas Shopping period into 2014

With over half of UK adults owning a smartphone, and 30% of web traffic coming from a smartphone or tablet, why do a majority of consumers still feel uncomfortable making purchases on mobile devices as 2013 draws to a close? Is this about to change in 2014?

The state of m-commerce in 2013

A recent study by ICM Research revealed the current state of affairs in UK m-commerce with startlingly low numbers of people taking up shopping through mobile devices compared to the amount of smart phone users in the UK. Their study showed that as few as 28% of respondents bought entertainment products using mobile phones and a mere 23% made purchases of clothing. Bottom of the m-commerce pile was the food sector with 83% of people asked avoiding mobile purchases of food items.


Why the reluctance in m-commerce?

A key question to consider is why some are uncomfortable with the idea of shopping using mobile devices. An e-marketer survey found that 39% of shoppers have concerns concerned about security on their smartphones, and 41% find it difficult to shop on the small screen. It is up to companies to develop practical user friendly mobile sites to drive the continued growth of m-commerce.



The rise of m-commerce

There are certain groups amongst which m-commerce is on the rise to becoming a key shopping resource, in particular 18-24 year olds. In fact 2 in 5 of this age group say they will complete at least some of their Christmas shopping using mobile devices this year and over 20% believe they will increase the amount they buy using m-commerce in 2014 within sectors such as food and entertainment.


At the moment it looks like it will be mostly left to the 18-24 year olds (and 25-30 year olds in the entertainment sector) to power the rise of m-commerce. Within the older age groups surveyed far fewer predicted their Christmas shopping would be completed using mobile devices this year though a promising 13% of 35-44 year olds were reluctant to be left out, predicting they would increase their spending in key sectors such as clothing an entertainment in 2014.