By: Jonathan Angel But Medium Could Still Be Used To Spur Sales
(Adweek Magazines' Technology Marketing) By 2006, nearly 40% of
the U.S. population will be able to access the Web wirelessly.
Yet, Internet-capable mobile phones will account for less than 2%
of all online shopping.
According to a Jupiter Media Metrix survey taken in March and
released this week, consumers just aren't interested. Jupiter
analysts predict, however, that shopping-related content on
mobile devices will influence transactions online via PCs and
offline in brick and mortar stores -- sales that will be valued
at $39 billion in 2006.
Of the consumers surveyed, only 7% expressed any interest in
performing transactions via a mobile phone. The main negative
being cost, cited as a barrier by 36% of respondents. Security is
also a concern, as 33% of those surveyed say they worry about the
safety of their credit card number or other information.
"Limitations of wireless devices and slow networks are being used
as unacceptable excuses for the slow growth in U.S. mobile
commerce. The actual culprit is consumer apathy," said Dylan
Brooks, Jupiter wireless analyst. "Carriers and merchants must
change strategies to focus on simple text messaging and text-
enhanced voice services until Americans are more comfortable with
using the wireless Internet. Influencing mobile users with timely
and location-based research or promotions sent to wireless
devices will be key to successful mobile commerce."
The report says the number of U.S. wireless users conducting
transactions will not pass one million until late 2002. Jupiter
analysts suggest that merchants and service providers build this
market by providing shopping channels that are free of airtime
charges.
In addition, says the report, an "order by voice" option should
always be available, linking a shopping Web site with a live
representative. That would snag orders from those who do not want
to type credit card numbers into their phones.
Copyright 2001, Editor & Publisher.
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