MERCADEO Versión en español
Michelle Evans from Euromonitor: 89% of purchases through mobile devices are made remotely
Manuela Walfenzao| 23 de junio de 2015
Michelle Evans, analista sénior de Finanzas del Consumidor en Euromonitor
According to the last report from Euromonitor, most mobile purchases are made remotely. This implies that the theory about mobile purchases made according to nearness to the store has no foundation. Payments made due to proximity allow sellers to know the consumer´s purchase journey, which is a great advantage. Although it is not a trend, certain brands such as Starbucks have managed to increase this type of sale. Michelle Evans, Senior Analyst Consumer Finance Industry at Euromonitor, explained that “nearness of mobile payments has become the holy grail, but this does not guarantee anything. Certainly there is great advertising deployment, but not much traction.” The executive commented that sales through mobile devices reach US$ 300 billion. She estimates that by 2019 this figure will quadruplicate. While smartphones are the key for proximity sales, 89% of sales happen in a remote way, particularly through tablets. According to Evans, this preference stems from the similarity there is between tablets and computers.The most important reasons to avoid commercial use of the mobile phone are: the size of the screen, concern about security, bad connection, preference for stores and difficulty in payment processes. In the light of this scenario, sellers can propose solutions. This way, an enormous world of offers of mobile purchase would open up directly from the stores.
