People are now increasingly comfortable using mobile devices to shop with nearly three quarters (69 per cent) now browsing or buying on their devices globally – an increase of 10 per cent since 2013, a report by BuzzCity highlighted.
In Malaysia, 80 per cent of mobile surfers are now browsing or buying on their devices – an increase of 33 per cent from 2013. The driver for this is the convenience of mobile, as one in five (16 per cent) Malaysians expect more than 50 per cent of their overall spend to be via a mobile device. This is reinforced by 13 per cent of consumers intending to use their mobile for smaller priced items (10 per cent of their overall spend).
When citing further reasons for shopping via mobile, key drivers among Malaysians are the variety of products available (20 per cent), the experience of discovery (18 per cent) and the speed of delivery (15 per cent).
Whilst the move from in-store to m-commerce is evident from this latest research, there are still barriers to adoption. Among Malaysian mobile users, 12 per cent claim that they are unlikely to shop on websites that are not user-friendly on a mobile device, as well as a quarter (26 per cent) expressing concerns around the security of payments.
Dr KF Lai, CEO and Founder of BuzzCity said, “Mobile devices are intrinsic to how we live our lives – the first thing we reach for when we wake up and the last thing we look at before closing our eyes to sleep.”
Dr Lai adds, “Key to continuing the appetite for mobile commerce is the user experience. Brands need to perfect fast and secure payment platforms and personalised customer relationship management in order to benefit from the increasing number of shoppers who use the mobile channel. Retailers and service providers also need to look at how the in-store experience can be mirrored on mobile; ensuring convenience, reliability and excellent customer service throughout a transaction.”
The latest BuzzCity report is part of an ongoing global study on consumer shopping habits and includes data taken from 20,000 mobile surfers across 17 countries in Europe, Africa, Asia, and The Americas. The survey was conducted between 19 November and 27 December 2015.