MMA: Users ages 18-to-34 driving m-commerce adoption

Consumers between the ages of 18 and 34 represent the leading drivers among mobile commerce growth across Western Europe, according to a new study conducted by non-profit trade group the Mobile Marketing Association and partner Lightspeed Research. The U.K. currently boasts the largest percentage of subscribers participating in m-commerce at 19 percent, followed by 13 percent of Germans and 9 percent of French users. Among users 18 to 34, 29 percent of British respondents made mobile transactions during the April 2010 survey period, followed by 21 percent of German subscribers and 15 percent of French consumers. The MMA notes that respondents used their mobiles to purchase content, goods and services, with most consumers agreeing the transactions were efficient and simple.

Other findings of the study:

• Mobile content purchases like applications and ringtones represent the most common m-commerce transaction across all markets, with 12 percent of U.K. respondents, 8 percent of Germans and 5 percent of French users buying mobile content purchased in April 2010.
• The purchase of goods and services and collection or redemption of loyalty points (e.g., airline miles) were the second most common form of mobile commerce in France.
• The mobile web is the dominant mobile commerce platform, accounting for about half of all transactions.
• Operator billing is the most popular method for conducting m-commerce transactions, according to 52 percent of U.K. respondents, 54 percent of German and 56 percent of French respondents.

For more on the MMA study:
- read this release

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