Satisfaction High Among Adults Who Buy Via Smartphones, IAB Reports

On average, three-quarters of mobile internet users have made a purchase on their smartphones or tablets in the past six months, said an Interactive Ad Bureau survey report Tuesday on the global perspective of mobile commerce. IAB commissioned researchers to canvass 3,800 adults during July and August in 19 global markets, including the U.S., to gauge what items they bought on their mobile devices, how often they purchased and how much they spent. In a typical month, mobile purchases and payments made by those canvassed were 31 percent of total monthly purchases, “whether that be purchasing directly via their mobile device or by paying in store using their mobile,” the report said. “Convenience” and “value” are the features that drive most mobile purchases, and “overall satisfaction” is as high as 80 percent, which bodes fell for the future, it said. More than six in 10 (62 percent) plan to buy more products and services via their smartphones or tablets in the next six months, said IAB.