Orange research points growing propensity for M-commerce

4G users demonstrate a growing propensity for m-commerce – with 53 percent using their mobile to pay for something in the last six months compared with 34 percent of 3G mobile multimedia users according to Orange Exposure 2013/2014, an annual independent study by TNS into media habits across UK, France and Spain.

Orange Exposure also found that the mobile is driving a growing trend in ‘showrooming’ – whereby consumers use their mobile to compare prices and read comparative reviews of products (often in-store, in front of the product itself) before making a purchase, potentially online. This trend was evident in all three countries, with 12 percent of respondents in the UK confirming that they ‘showroomed’ on their mobile before the final purchase decision.

The research also established the continued dominance of Android over iOS in the marketplace for the second year running, with almost half of all mobile devices Android, in all three markets. The market share also increased in the tablet market, in part lead by Samsung’s burgeoning success with its Android-based tablets.

For example, only 6 percent of tablets in the UK were Samsung in 2012 but in 2013, this leapt to 19 percent. In France, 13 percent of tablets were already Samsung in 2012. Today, Samsung alone command almost a third of the tablet market in France.

Also, of significance, was the finding that people are increasingly using apps to access the internet, rather than the traditional browser route. The gap between the two access methods stands at only 1 percent now in France, with the browser only slightly ahead. This demonstrates the impact of better designed apps for mobile and we can expect that apps will be the predominant access point in the future. This finding will be significant for advertisers and retailers alike.

Jean-Marie Culpin, head of Marketing and Customer Intimacy, Orange said, “This year’s findings provide early evidence that faster speeds and greatly improved bandwidth have indeed shaken up how people are using their mobile – making it more central to their lives than ever before. As 4G becomes increasingly available to everyone, it is exciting to witness how it’s helping people go about their daily lives, as their trusted companion.”

Among this year’s findings is early evidence that consumer behaviour is evolving as a direct result of 4G’s introduction – fueled by faster download times and greater bandwidth.

Not only are 4G users consuming more content – 30 percent of them in the UK regularly use their mobile to download video games, compared with 17 percent of their 3G counterparts – they are also using more of the phone’s functionality (downloading video, and using geo-location for example) – in the case of France this is  25 percent more than non-4G users.

This year’s study takes an early look at the impact of 4G networks on consumer behavior; exploring how this has already significantly shifted usage patterns. The report also explores the role of mobile alongside other devices and touch-points in consumers’ shopping habits. In addition, it reveals how apps are increasingly becoming the de facto route to the internet, over the browser. Finally, Orange Exposure finds that Android’s dominance is now evident in the tablet market.

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