More than eight out of 10 consumers globally are seeking mobile commerce services for interactions with banks, telcos, retailers, utilities and other organisations, according to a new survey.
SAP’s latest survey revealed that about 96% of consumers in emerging markets including South Africa, Saudi Arabia and China considered using their mobiles to purchase goods or services, than 59% in mature markets.
About 64% of the surveyed are willing to use more mobile commerce services if offered greater choice of payment methods, while 51% would do it if mobile payments were accepted by more retailers, 41% of them received regular order updates and 32% would increase usage if brands and services offered additional incentives.
SAP worldwide mobile sales and solutions senior vice president Anthony Reynolds said that consumers are now ready and demanding more mobile commerce services, and they also expect to engage with their mobile phones more simply and effectively.
"While progress is being made, companies must make a collective effort to provide consumers ease of use and benefits for mobile interactions and transactions, such as available technology, security and incentives," Reynolds said.
"On its current trajectory, mobile occupies a tempting combination of an all-in-one communication channel, loyalty card, cash, location tracker and credit card, offering brands and companies the opportunity to connect to consumers either exclusively via mobile or as part of a multi-channel mix."
Globally, consumers use their mobile devices for a range of commerce services including researching products, responding to promotions, customer service inquiries and submitting meter readings to utility firms.
About 46% of global respondents were irritated to enter several personal information, 45% of them reported security concerns while 43% of them reported lack of Internet access during time of transaction.
The survey also reveals that about 63% of consumers use their devices for activities excluding making calls and texting, while 50% of them accessed internet at least once a day via their mobile and one third of them used it to buy products or services.
Increasing consumer adoption of mobile devices was mainly due to the ability to use it any time of the day (51%), on the go (51%), with speed and convenience (50%), the survey revealed.
