The Mobile-Local Connection

In the same way that consumers overcame concerns about online security and privacy when ordering merchandise over the Internet, consumers have developed a surprisingly high degree of confidence in and comfort with mobile commerce in a remarkably short time, according to research released by JiWire, a mobile audience media company.

According to the JiWire mobile audience insights report for the first quarter of 2011, consumer acceptance of virtually every aspect of mobile engagement is growing by double digits. According to the report, nearly 80 percent of the mobile audience is comfortable making purchases from their mobile device; according to the data, 50 percent of that audience is comfortable making purchases of $100 or more.

Some of the data indicate that some activities that were once almost exclusively computer based have now migrated to mobile devices. For example, the study reveals that a whopping 72 percent of the mobile audience has purchased local deals. Forty-four percent purchase those deals at least once a month.  Not only does the mobile audience like the idea of accessing local deals on their mobile devices, but, according to the report, 62 percent of that audience then shares the deal with friends.

More than half of consumers use their mobile devices like pocket-sized yellow pages. Fifty-seven percent of the mobile audience named finding store locations as the location-based service in which they were most interested. Consumers are also growing less squeamish about checking in — revealing their location to their social networks. In the fourth quarter of 2010, 27 percent of mobile users cited checking in as a location-based service in which they were interested. By the end of the first quarter of this year, that number had risen to 49 percent.

Not surprisingly, the mobile audience is on the go. Sixty-two percent of the audience has researched travel-related purchases on their mobile device. Slightly more than 40 percent has actually made travel-related purchases.

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