JiWire: Half of mobile users are willing to use mobile terminals to purchase goods worth more than $100

Research shows that mobile phone users are more reluctant to use mobile terminals to buy large items. However, a recent survey from JiWire shows that mobile phone users are increasingly willing to make large purchases through mobile terminals. Based on a survey conducted in the third quarter, 49% of respondents are willing to make purchases of more than $100, and two-thirds of respondents will purchase items of more than $50, which are both higher than 38% and 53% in the third quarter of 2011.

Overall, the latest survey shows that 23% of consumers are willing to purchase items between $100 and $250 through their mobile devices. In fact, compared to less than half (32%) of consumers last year, only 14% use their mobile devices to make no purchases.

Consumers often research high value-added products at home

The JiWire Q3 2012 Mobile User Survey examined consumers using mobile devices. It investigated the time consumers spent on mobile devices looking at items in the $100 category, and it was no surprise that 69% of mobile phone users did so at home. The latest data from AOL and BBDO also showed that 68% of mobile phone users researched and searched for such items at home.

However, JiWire's survey shows that the largest number of users search for products priced around $100, reaching 36%. And 20% of consumers only start to pay attention to such products after seeing advertisements.

Cell phones appear in malls, hidden in clothing retailers

More details from the JiWired report reveal where consumers use their mobile devices most frequently — and least frequently. Based on the user's personalized advertising needs, shopping malls (70%) are the most frequently used places for mobile devices, followed by libraries and campuses (67% each), and hotels (47%), while big box retailers (39%), airports (37%), and quick service restaurants (35%) are almost at the same level of frequency.

On the other hand, consumers carry their phones with them at clothing retailers (16%) and car dealerships (23%), and surprisingly, electronics retailers (24%) are always busy selling mobile devices on display.

The data is based on JiWire's survey of mobile users at approximately 315,000 public Wi-Fi locations. JiWire randomly surveyed nearly 1,400 consumers about their Wi-Fi media location choices between July and September 2012. JiWire provides advertising services to more than 30,000 public Wi-Fi locations in North America and records the advertising demand data for each. This is a report based on advertising demand collected from July to September 2012.

Translation: Aimee //weibo.com/zyh0530