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Mobile shopping is mostly attractive due to its convenience, according to mobile phone internet users in Asia-Pacific.
Nearly three-quarters of mobile phone internet users in China who had either made a mobile purchase in the past three months or were likely to do so in the near future told MasterCard they would do so because it was convenient, the No. 1 reason selected by respondents in Asia-Pacific’s largest market. The survey, conducted in December 2015, found just over half cited the ease of shopping with apps, while 40.2% said they liked mobile shopping because they could do it on the go.
In Hong Kong, convenience won out, as it did in Japan, South Korea and Taiwan as well. Only in Japan did fewer than half of mobile phone internet users cite convenience as a major reason to shop via mobile.
In the Southeast Asia subregion, convenience was also a significant factor—though it more frequently took a back seat to the attraction to shopping on the go. That reason performed best in Indonesia and the Philippines, and outperformed basic convenience in Malaysia as well.
In Singapore, Thailand and Vietnam, however, respondents were more in line with their larger-market neighbors to the north.
In Australia, a majority of mobile phone internet users who had recently purchased via mobile or planned to do so soon pointed to its convenience, but in India and New Zealand, again, it was more common for users to say they liked mobile buying because they could do it on the go.
Of course, separating those two reasons from each other could prove difficult for respondents and marketers alike. On-the-go shopping is itself a form of convenience—as is shopping with apps that make buying super easy.
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