APAC consumers more likely to use mobile commerce

Consumers in the Asia-Pacific region are more likely than the global average to use their mobile devices for banking purposes and to purchase goods and services, finds SAP survey.
Written by Eileen Yu, Senior Contributing Editor

Asia-Pacific consumers are more likely to use their mobile phone for banking purposes and to purchase goods, and are inclined to buy more if they had more confidence in mobile security.

According to a survey released Thursday by SAP, 37 percent of Asia-Pacific respondents, compared to the global average of 29 percent, were more likely to use their mobile device to conduct banking activities. Another 37 percent would purchase goods and services via mobile, higher than the global average of 26 percent, where the most common items bought were clothes, and books or e-books. 

The online survey polled 3,288 respondents in China, India, Japan, and Australia, aged 18 and above who owned a mobile phone. Globally, respondents from other countries included France, Germany, Brazil, the United States, and United Kingdom. 

According to the study, 80 percent of respondents in the region used their mobile to pay their utility or telecoms bill, compared to the global average of just 50 percent, while 63 percent tapped their mobile phone to make a bank transfer, compared to 52 percent globally. 

Almost half of Asia-Pacific respondents, at 42 percent, said they had used their mobile phone to purchase goods and would continue to do so, and another 42 percent who had never conducted mobile transactions expressed desire to do so in future.

Some 54 percent said they would increase their transactions when they gained more confidence in mobile security, with 57 percent pointing to personal data security as a key driver for increasing adoption of transactions and communications over mobile. Another 53 percent highlighted a user-friendly interface as another key driver of adoption. 

The survey also found that armed with a mobile wallet, 54 percent would pay their bills, while 53 percent would purchase goods online, and 52 percent would check their bank balance. About 67 percent said they would be more inclined to buy from an organization or retailer if they were given a greater choice of payment methods, and 70 percent said mobile phones would increasingly be an important payment option. 

Anthony McMahon, senior vice president of platform solutions at SAP Asia-Pacific and Japan, said in the report: "Consumers in Asia-Pacific lead the world in the demand for mobile-commerce and expect even more simplicity and capabilities. There is a tremendous opportunity for organizations to interact and connect more personally with consumers via mobile.

"By unleashing the potential of their mobile device as an all-in-one communication channel, a loyalty card, location-aware personalized offers, a self-service kiosk, plus payments like cash, credit card or web currency, we expect mobile-savvy consumers and companies in Asia-Pacific to continue to lead the mobile economy," McMahon said. 

According to stats from Gartner, global mobile payment transactions would ring in the tune of US$235.4 billion this year, up 44 percent from last year's US$163.1 billion. The number of mobile payment users worldwide would reach 245.2 million, up from 200.8 million last year. 

APAC mobile-commerce
(Source: SAP, October 2013)


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