Kundenerwartungen beim Mobile Commerce

Konsumenten sind eher bereit mobil zu shoppen, wenn die Banken dazu geeignete Lösungen beitragen. Wichtige Faktoren dabei sind die Einfachheit der Nutzung sowie spezielle Rabattangebote.

Im folgenden Video gibt Barry Clark, Direktor der Future Foundation, in einem Interview mit Finextra nähere Einblicke in der Ergebnisse der Studie.

https://://www.youtube.com/watch?v=rPgVRbKEZiA

The research, commissioned by Mobile Money experts Monitise, reveals six-in-10 UK smartphone users (57%) would feel more confident buying goods and services by mobile if they could use apps provided by their bank. This confidence is even stronger among Spanish consumers at 68% while 50% of smartphone owners in Germany feel the same way.

According to the research, leading factors likely to prompt UK consumers to buy products and services via a bank app include ease-of-use at 60%, incentives such as loyalty schemes at 49%, direct insights from their bank on the state of their finances and budgets at 46% and convenience at 37%. More than half of those surveyed would trust sites endorsed by a bank, varying from 51% in Germany and 57% in the UK to 68% in Spain.

Also among the findings, smartphone shoppers say they are more open to buying higher value items if it can be done through a bank app. Tickets for travel such as flights and trains were the most popular items cited, at 65%, 47% and 45% among Spanish, German and UK consumers respectively. Tickets for services such as entertainment and sporting events were the second most popular items.

The study also found:

• The experiences most liked by UK consumers when using smartphones to buy are: ease-of-use (69%), speed (51%), using a known and trusted brand (43%), search (30%) and access to discounts (19%).
• Leading factors that would encourage UK consumers to buy via their smartphone in order of preference are confidence in the security of the transaction and security of the phone at 50% and 51% respectively, engaging with trusted brands at 30%, access to offers and promotions at 27% and the increased convenience relative to personal computers at 26%.
• On a scale of one to five, checking bank balances was ranked as the single most important additional service for consumers to connect to prior to making a purchase and more important than being able to access price comparison sites or peer reviews.
• Some 48% of UK consumers who own smartphones want to research, plan and organise their finances using their mobiles, compared with 53% in Spain and 54% in Germany.

Quelle: Monitise

Die Studie „M-Commerce – What Consumers Want From Financial Institutions“ kann hier direkt heruntergeladen werden.