Optimized ads sent to a consumer’s inbox are generating some of the largest mcommerce spending.
The results of new research have now been released, which have revealed that smartphone users in the United States and the United Kingdom are becoming increasingly confident about following mobile marketing in order to make purchases that are more expensive using those devices.
This Intela research showed that consumers are much more willing to spend and make larger mcommerce purchases.
The report, which coined the phrase the “iTunes effect”, has shown that people are becoming more confident in the devices. This opens the door to far more mobile marketing opportunities, as it becomes increasingly likely that consumers will actually respond and act on the messages they receive.
As consumers become more confident in their devices, they will also start to trust the use of mobile marketing.
The “Intela Mobile Consumer Report” was a publication on the results of a survey which included the participation of 1,000 American and 1,000 British smartphone owners. What it revealed was that nearly half of all American consumers (44 percent) and only slightly fewer British consumers (40 percent) were now willing to buy something through the use of the device when they would not have done so a year ago.
It also found that 56 percent of consumers would be more than willing to use those devices to purchase inexpensive items – that is, those priced at $10 or less. The same research also showed that some consumers were willing to purchase items that cost $100 or more.
The implication that this has on mobile marketing is the understanding of the triggers that influence consumers to actually buy a product. In that area, the research has shown that it is optimized emails that are leading the way.
Though mobile display ads were responsible for only 1 percent of the purchases over smartphones in the United Kingdom, when it came to mobile marketing messages that were presented through optimized emails, that number was much higher, at 27 percent of consumers from the United Kingdom and 36 percent of the respondents from the United States.
Filed under: Featured News, Mobile Commerce, Mobile Marketing, Trends · Tags: email marketing, email marketing results, email mobile marketing strategy, mcommerce emails, mcommerce marketing, mobile commerce emails, mobile email conversion rate, mobile marketing, mobile marketing data, mobile marketing emails, mobile marketing research, mobile shopping, mobile shopping email response, smartphone shopping