With the highest amount spent per capita, the UK was considered the largest e-commerce market in the world as of 2010…
So, when one considers the rising percentage of users whose preferred point of access is a mobile device, how will this affect the way in which business is conducted over the net?
A changing landscape
Smartphones, tablets and other ultra-mobile devices are now the go-to gadgets for many internet users today: these devices offer a convenient, portable method of browsing – and shopping on the net.
Some stats:
(According to the ‘Our Mobile Planet’ research, commissioned by Google and conducted by Ipsos MediaCT, in partnership with the MMA and IAB):
- Over half of the UK population now owns a smartphone (as of 2012)
- The most popular smartphone operating systems in the UK are: iOS (30%), Android (29%) and Blackberry OS (23%)
- 31% of UK smartphone owners have made a purchase using their smartphone
But should you believe all the hype?
(According to a 2013 release by the UK office for national statistics):
- Use of mobile phones to access the internet in the UK has doubled between 2010 and 2012, from 24% to 51%
- 32% of adults in the UK accessed the internet using a mobile phone every day in 2012
- 21% of UK adults used a tablet to access the internet away from home or work in 2012
With more users than ever accessing the net via portable devices, the web design community is currently experiencing a sea change towards more responsive designs, with today’s breed of user demanding a slick, seamless browsing experience, no matter what device they are using.
Security: an increasingly important issue?
Whilst responsive web design goes some way towards addressing the user’s experience across the broad array of devices we are now using to access the internet, some other barriers come into view when one looks at making purchases using smartphones and similar, portable internet-enabled devices:
Barriers to UK smartphone owners in making online purchases via smartphone – a breakdown:
(According to the ‘Our Mobile Planet’ research, commissioned by Google and conducted by Ipsos MediaCT, in partnership with the MMA and IAB):
- 69% of those surveyed preferred using a computer/laptop
- 44% were of the opinion that using a smartphone didn’t feel secure enough
- 11% felt that the process was too complex
So, as these online consumer trends would suggest, user experience is perhaps the most important factor to consider when seeking to get people on board with making mobile purchases – but the security of these mobile platforms is something which will certainly be a major factor in determining just how big we can expect mobile commerce to become…
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