[SMK] Social Media Knowledge


Number Crunch: Australian mobile users

Mobile commerce is big business across so many facets of digital, social and retail that it's virtually impossible, and perhaps unwise, to ignore. 

Yet for all the facts and figures, local stats can be hard to come by. Fortunately the latest infographic from commScore and UPS offers an astute snapshot into Australian and Asian mobile users.

The study surveyed 3000 mobile users across Asia Pacific and delved into the mindsets of local consumers.

Choice and convenience

Mobile shoppers are most influenced by choice, convenience and flexibility. 

80 per cent of Australian mobile users are more likely to purchase an item if return shipping is offered for free. However this doesn't apply to Chinese mobile users, with only 18 per cent reporting shipping costs affects their intent to buy. 

Asian users prefer to be kept up to date after purchasing, with 65 per cent of respondents reporting email and text alerts are the most convenient ways to track their purchases.

Multi-channel time

The majority of respondents prefer to visit retailers via a mobile device, with most of these using tablets to research deals and price comparisons.

Over a three-month period, 80 per cent of respondents used a tablet to make a purchase, compared to 70 per cent of the same group using a smartphone.  

Reasons for abandonment

The top three reasons users abandoned a mobile purchase are a desire to purchase later, cost considerations and comparison shopping. 

Eight out of ten respondents have abandoned a purchase after loading up their virtual shopping cart. 

Mobile vs app

Chinese users are more likely to purchase using a mobile app, while Australian and Singaporean users prefer mobile optimised websites. 

Just over half (58 per cent) of Chinese consumers are likely to comparison shop, compared to 37 per cent of Australian shoppers. 

Not happy Jan

Globally, users in the Asia Pacific region are the most unsatisfied, with only 50 per cent being satisfied – compared to 83 per cent in the US and 78 per cent in Europe.

This dissatisfaction is largely related to issues around the ability to determine delivery dates, choose collection points and exchange policies. 

However, 72 cent of those surveyed said they were more likely to buy if they could view reviews of products.

To download the infographic visit pressroom.ups.com.

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