Study: Consumers Won't Shop on Mobile Unless They Can Buy

In the study, which surveyed “light and heavy” mobile data users in four major U.S. cities, they found the following:

– Respondents said that while they are not averse to advertising on mobile devices, they do object to the lack of relevant ads–this was presumably due to how customers consider mobile devices to be more personal than, say, a television, and are willing to give up some (non-specific) personal information for relevant advertising.

– While past studies have revealed that consumers prefer not to shop via mobile because of privacy concerns, Starcom’s respondents indicate that when they are shown a user-friendly mobile retail site, they get frustrated when they can’t buy immediately using their phone.

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