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BizReport : Ecommerce archives : August 10, 2011

Want mobile users to buy your brand? Give them credit

Want to know how to motivate mobile users to buy your brand? A new survey in the UK shows that giving back a little goes a long way, particularly if it helps fund their mobile phone use.

by Helen Leggatt

Brand campaigns offering mobile credit would catch the eye of almost two-thirds of mobile users in the UK according to a new survey by MobileSquared (temporary website) for mobile billing company OpenMarket. That's a lot of eyeballs belonging to the owners of the estimated 81million mobile devices in the country.

Of the 1,000 respondents to the survey 62% said they would buy a product from brands that offered to directly transfer credit to their mobile devices. Furthermore, 31% said they would be prepared to buy from that brand again in future.

Over half (55%) of respondents to the survey said using credit cards to pay for items on their mobile was "a disincentive to make a purchase" but 36% of respondents said they'd be happy to pay for goods valued at up to $16 (10 UK Pounds) via their mobile bill.

"While consumers are spoilt for choice when it comes to accessing content and services on their phones, our research has shown that there are many occasions where they would happily pay for something, but the process is so complicated, it simply puts them off", said Alex Moir, general manager for Europe at OpenMarket. "It's clear that consumers value simplicity and convenience, and will gravitate to brands that understand this.

Even with the increase in smartphone adoption and their use as a shopping tool MobileSquared's research found that just 20% of retailers in the UK were found to have optimized their websites for mobile browsing.

Tags: credit card, mcommerce, mobile payments, mobile shopping, smartphone

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