Published
Mar 9, 2016
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The Y generation is increasingly keen on M-commerce

Published
Mar 9, 2016

The 'Mobile+me' survey was commissioned by Quantcast and carried out by Censuswide on over 3,000 smartphone-owning consumers aged 16 and over in the UK, France and Germany. The survey showed a divergence in mobile use between millennials and the rest of users in terms of shopping habits.


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Consumers aged 25-34 make two purchases per week through their mobile, as opposed to all other consumers who stated they only make one. Also, over half of Y generation consumers use their smartphone for online searches and product comparison, compared to 41% of all users in general. 

Perceptions are different also in terms of advertising. Only 64% of users claim to be influenced by advertising messages received on their mobiles, compared to 80% in the 16-34 age segment.

However, the lack of relevance and creativity in mobile advertising are agreed upon by all users. Of the consumers interviewed, 59% stated they would be willing to act on advertising messages if these were more specific for them. If this was the case, 33% of consumers stated they would buy more, the figure rising to 43% for millennials.

This is a crucial fact for fashion brands to note, since apparel is the users' most searched for product category, ahead of technology products, accessories and cosmetics. 
 

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