98pc of mobile purchases are remote: Euromonitor
Four Seasons mobile app
NEW YORK – For all the excitement surrounding proximity-based purchases, the vast majority of mobile sales occur remotely, according to a Euromonitor analyst at Mobile Commerce Daily’s Mobile Research Summit: Data & Insights 2015.
Proximity-based mobile payments allow retailers to tie together the purchase journey, since the prerequisite accounts follow consumers as they progress toward a sale. Although adoption rates remain marginal, poster child success stories such as Starbucks have established a strong model for aspirants.
“Proximity of mobile payments has become the holy grail,” said Michelle Evans, senior consumer finance analyst at Euromonitor, Chicago. “There’s certainly a lot of hype and not a lot of traction.
“Mobile is transforming that predictable consumer journey into dizzying twists and turns,” she said.
“The battles are heating up to control that flow of money across devices.”
Mobile Research Summit: Data & Insights 2015 was organized by Mobile Commerce Daily.
Source:: Mobile Commerce Daily feed