M-commerce isn’t working

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Brand Central

The vast majority of brands are losing sales and failing to meet consumers’ expectations when it comes to mobile commerce, according to the 2010 Brandbank Mcommerce Content Report, which polled 2,255 British consumers with YouGov.

The report shows some major differences between consumers that own smartphones (21%) and those who don’t (79%), but the overall trend is one of dissatisfaction with current mobile offerings. Only 4% of UK consumers claim they find making purchases via their mobile device hassle free, while just 12% claim that they don’t find anything irritating about their mobile browsing experience.

The report reveals that as many as 64% of UK adults claim never to use their phone to help them shop, but this figure masks a significant difference between those that own smartphones and those who don’t. Of all non-smartphone owners, 85% claim they never use their phone to help them shop compared to 19% of all smartphone owners.

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