By Chuck Martin
Not everyone uses smartphones for mobile shopping, payments or banking but many of those who do are tapping, scanning and buying.
Most research around mobile looks at how many people are doing what, generally to identify market size trends and directions.
One recent study took a look at some of the behaviors of those who already are using their smartphone for shopping activities.
Of those, almost half (45%) pay for goods and services at a store by presenting a barcode or QR code on their phone screen, according to the Nielsen Mobile Wallet Report.
The study comprised a survey of 3,784 U.S. adults who used their phone or tablet to shop, pay or bank within the last 30 days.
More than a third (37%) taps their device on a payment reader using NFC (near field communication) and some (22%) use peer-to-peer payments. Here’s the breakdown of uses:
45% — Pay for goods, services at store by presenting code on device screen
37% — Pay at a store by tapping device on a payment reader using NFC, such as Google Wallet
29% — Pay at a store by scanning a barcode or QR code using smartphone camera
24% — Pay by attaching a device such a credit card reader to mobile device
22% — Peer-to-peer payment via mobile app
A separate study just out also took a snapshot of usage patterns of current smartphone owners and found that for many back-to-school shoppers, smartphones will be used in a number of ways.
Mobile consumers are researching, comparing process and looking up information about retailers, according to the 2014 Back-to-School Survey by Prosper Insights and Analytics for the National Retail Federation.
Of smartphone owners, here’s how they plan to use their device to make back-to-school decisions, according to the NRF study.
37% — Research products, compare prices
25% — Look up retailer information
24% — Redeem coupons
22% — Purchase products
16% — Compare prices
15% — Use apps to compare prices
While not all smartphone owners are actively participating in mobile shopping, those who are seem to be getting around.
All the major issues relating to mobile commerce will be discussed at the MediaPost OMMA mCommerce conference in New York on Aug. 7. You can check out the agenda where you also can register to attend. Will I see you there?
Chuck Martin is Editor of the mCommerce Daily at MediaPost and writes the daily MobileShopTalk column. He is the author of “Mobile Influence,” “The Third Screen,” and “The Smartphone Handbook.” He is CEO of Mobile Future Institute. Chuck Martin is a frequent Mobile Keynote Speaker and Mobile Marketing Speaker internationally. He also addresses Social Media in Mobile.
