Consumers continue shopping, checking in via mobile despite risks

The mobile space is fraught with opportunity for businesses - but also for fraudsters. And despite the risks associated with some mobile infrastructures, consumers continue turning to mobile because it is more convenient to them.

by Kristina Knight

Data from Millennial Media, focused on their network, shows that mobile ad spending in the CPG vertical increased by more than 200% between 2011 and 2012, with about 40% of Consumer Goods campaigns using real time location as a targeting method. Also of interest nearly half (44%) of Consumer Goods campaigns used mobile video as an engagement factor.

On the Millennial network women were more likely than men to access CPG content.

This engagement with mobile ads across the space, according to new data out from Jumio and Harris Interactive is despite concerns about mobile safety. The 2013 Consumer Mobile Insights study finds that while 83% of consumers are 'worried about identity theft' they are looking the other way with many mobile apps and services because of the convenience factor of mobile.

According to the report:

• 26% of mobile consumers have been the victim of mobile fraud
• 48% continue checking bank accounts/statuses via mobile device
• 34% have made mobile purchases
• 25% have made a mobile purchase via a game or app

"Two in every three Americans use smartphones or tablets, according to our research, and are increasingly using them to conduct important daily activities -- from online banking to paying bills on-the-go. This adoption continues to grow in the face of increasing mobile fraud, and related concerns have clearly not kept smart phone users from participating," said Daniel Mattes, founder and CEO of Jumio. "Users may be willing to accept risk now in favor of convenience, but this tolerance will weaken as fraud continues to grow. The industry needs to get on board to protect our customers as much as the customers themselves need to take greater precautions."

The report also sheds light on how mobile brands can stand out - by upping mobile security. Nearly three-quarters of respondents say they want a more secure way to login to mobile accounts; most also say they would store more personal information via mobile if security were increased.

Tags: CPG advertising, Harris Interactive, Jumio, Millennial Media, mobile advertising, mobile marketing trends