Survey: Europeans Not Doing 'mCommerce'

Research firm Forrester conducted a survey of European mobile users and found -- few surprises here -- that most respondents are not transacting on mobile devices. Here are the high-level datapoints:

The firm says, however, its earlier survey data show more engagment with these activities among smartphone users:

28% of European iPhone owners research products for purchase, while 13% of them report purchasing products via mobile at least monthly

Compare this to earlier Insight Express (US) data, which show much higher levels of smartphone activity in stores:

Screen shot 2010-07-07 at 11.19.50 AM

Source: Insight Express, June 2010 (n=1300 US mobile phone users)

In addition, recent Compete data show heavy smartphone usage to find local stores/businesses:

We discussed in the past that a major obstacle to so-called "mCommerce" is the need to enter 16 digit credit card numbers on a tiny screen. Even a smartphone screen is very awkward. Stored credit card numbers with trusted online etailers (e.g., Amazon) or payment platforms will fuel mobile-online purchases by removing the credit-card-entry fricition. 

Mobile "commerce" should not be confused with mobile "shopping" or use of phone for shopping purposes. Smartphone owners, as the IE data above suggest, are using their handsets extensively in stores and in the shopping process on the go.

___

Two earlier US-based surveys show more interest in mCommerce among mobile users than the Forrester survey data: