Abstract
More than 70 million people in the US will access the Internet from their
mobile phones in 2009. So it' s no surprise that retailers such as
1-800-FLOWERS, Amazon, Ralph Lauren and Sears have launched mobile commerce
programs so they can be where their customers are.
Nevertheless, mobile commerce is still in its infancy. Web-enabled mobile
phone users are much more likely to employ their devices to get weather
forecasts, read news, find movie times and bank online than to buy products.
Consumers are willing to use their mobile phones to buy items such as pizza,
movie tickets and travel reservations. And some have even used their devices
to purchase consumer electronics, computers and apparel. But mobile phone
users say they would make more purchases if the process were not so
cumbersome, products were easier to find and their devices supported secure
credit card transactions.
This eMarketer report gives a comprehensive overview of a trend that will
change the retail industry in years to come.
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