Mobile commerce to increase in 2014, finds study

More people plan to conduct mobile commerce transactions this year than they did last year, finds research released Feb. 19 by mobile advertising company InMobi. Eighty-three percent of survey respondents worldwide, a 15 percent increase from 2013, plan to conduct mobile commerce in the next 12 months.

Forty-eight percent said mobile is the key media impacting purchasing decisions, which led report authors to determine that mobile is transitioning from a helpful tool to an essential, daily workhorse. Not only are consumers on their mobile devices for longer periods each day, 60 percent say mobile is their primary means of going online.

Mobile advertising has also turned a corner, according to the research. Eighty-seven percent say they've noticed mobile advertising and 61 percent are "as comfortable with mobile advertising as they are with TV or online advertising," says an InMobi press release.

In response to advertising, 56 percent have visited a store to learn more about an offer and 52 percent have bought something through their device.

For more:
- check out the InMobi research (reg. req.)
- read the InMobi press release

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