New research from the Internet Advertising Bureau (IAB) on UK consumer attitudes towards m-commerce has revealed wider acceptance of the service, with the average mobile transaction jumping from £12.20 in 2010 to 2011 in £17.49, according to Mobile Marketing.
Based on over 1,000 interviews with mobile owners, the research shows that a more people now view mobile payments as the ‘easiest way to pay’ (42%) rather than simply an ‘experiment’ (25%), despite same barriers to m-commerce remaining from 2010, says IAB.
Moreover, 74% of those surveyed responded positively to NFC technology, indicating it ‘would be a good idea,’ particularly for travel fare (57%), entrance fees (51%), and small items like drinks and snacks (49%).
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