Study shows Asia Pacific has biggest appetite for mobile commerce

Consumers in Asia Pacific are leading the demand for mobile commerce services, with 84% of consumers asking for more mobile interactions with banks, telcos, retailers, utilities and other businesses.

SAP AG has announced the study findings for Asia Pacific which found that half (42%) in this region have used their mobile previously to buy goods and wish to make further purchases with their mobile. There appears to be huge potential for future of mobile transactions in this region as half of mobile device users (42%) who have never before used mobile transactions, would like to do so in the future.

Overall, the study found that consumers are using their mobile phones for an increasing range of mobile commerce services, including researching products, responding to promotions, customer service inquiries and submitting meter readings to utility companies. 67% of Asia Pacific users agree that a greater choice of payment methods would encourage them to make a purchase from an organisation or retailer. Seven out of ten (70%) users in this region believe that mobile phones will be more important as a payment method in the future.

“Consumers in Asia Pacific lead the world in the demand for mobile commerce and expect even more simplicity and capabilities,” said Anthony McMahon, Senior Vice President, Platform Solutions, SAP Asia Pacific Japan. “There is a tremendous opportunity for organizations to interact and connect more personally with consumers via mobile.  By unleashing the potential of their mobile device as an all-in-one communication channel, a loyalty card, location-aware personalised offers, a self-service kiosk, plus payments like cash, credit card or web currency, we expect mobile-savvy consumers and companies in Asia Pacific to continue to lead the mobile economy.”

Mobile Transactions in Asia Pacific

The study shows that consumers in Asia Pacific are now using their mobile phone for more activities beyond making calls and texting.

Consumers in this region are much more likely than the global average to use their mobile moderately (a few times a week or monthly) for banking (37% vs. 29% global) and buying goods and services (37% vs. 26% global).

The top purchases via mobile are clothes (49%) and books or e-books (47%).

Besides shopping online and in-store, consumers in Asia Pacific are also purchasing via mobile Internet (36%), via a downloadable app (24%) and via SMS (19%).

While embracing the appetite for mobile purchase adoption, it is vital that organizations looking to develop products and services for Asia Pacific are able to balance the desire for ease and convenience with security requirements.

In the study, 54% of users in the region believe that once they gain confidence in mobile security, they will increase their mobile payment activity.

Assurances about personal data security (57%) and an easy-to-use interface (53%) are the key drivers for increased adoption of mobile transactions and communications in Asia Pacific.

Consumers in Asia Pacific expects that with a “mobile wallet”, they would be able to pay a bill (54%), buy goods online (53%) and use it as a means to check their bank balance (52%)