Intela: Mobile-optimized email key trigger for mobile purchases

Thanks to what the report calls the "iTunes effect", more mobile users now have the confidence to spend more via their smartphone.

The latest "Intela Mobile Consumer Report", which polled 1,000 smartphone users in the U.S., and the same number in the U.K., found that almost one in two U.S. consumers (44%) and 40% of U.K. consumers are now more likely to make a purchase over their mobile device compared to a year ago.

More good news for marketers in the m-commerce space - over half (56%) overall are now happy to spend over $10 via their device. It's not an earth-shattering value, but it's on the increase, and the research reveals consumers are ready to make larger mobile purchases, some more than $100.

When asked what triggers influence mobile users to make a purchase, mobile-optimized email shone through. While mobile display ads drove just 1% of U.K. smartphone owners to make a purchase, and zero U.S. consumers, mobile-optimized email messages were the key trigger for 27% of Brits and 36% of Americans.

"Generally people decide to make purchases for two reasons, the first being urgent need and the second, irrational passion," said Guénolé Le Gall, head of mobile for Intela. "Mobile performance marketing responds particularly well to the 'irrational passion' mind-set, tapping into people's aspirations, such as wanting a holiday or the latest gadget."

Tags: banner ads, mobile ads, mobile email, mobile payments, mobile spend, performance marketing, U.K., U.S.