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BizReport : Mobile Marketing : October 26, 2012

Litle: Mobile sweet spot under $100

When it comes to mobile purchasing new data out from Litle & Co. shows where the sweet spot is - and it may be a little cheaper than many merchants thought. According to the data the best pricing for goods in the mobile space is between $20 and $100.

by Kristina Knight

On the one hand, Litle & Co.'s research shows nearly three-quarters (71%) have never used a mobile wallet or payment option, but for those who have most prefer paying under $100 for goods. Just over 60% of mobile purchasers have made a purchase from a smart device for that number.

"Consumers are carefully choosing between using credit or debit/cash and it's no wonder given the current economic climate," said Ben Saren, vice president of marketing at Litle. "They are making trade-offs between using their available funds rather than credit to defer payment but are evidently swayed by the chance to earn bonus awards and miles. Meanwhile, the number of shoppers transacting via their mobile devices is small, and really calls into question the consumer appetite for mobile payments. For retailers and merchants, these research findings present important insights that should be factored into marketing and targeting plans this holiday shopping season."

Other interesting findings from the report include:

• Only 1 in 4 mobile consumers have actually purchased from a mobile device
• 8% believe mobile wallets will change how we make purchases in the future

And, looking ahead to the holidays, when even more consumers are expected to at least research products via mobile, Litle & Co. found about half plan not to use credit over the 2012 holidays - unless making a purchase of $100 or more. In that case, credit is the preferred buying option.

Those affluents who plan to use credit over the holidays say they'll do so because of the rewards offered by their credit card companies - rewards miles, for example.

Tags: Litle & Co., mobile commerce, mobile commerce trends, mobile marketing

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