According to a study published in May 2010 by the Mobile Marketing Association (MMA) and LuthResearch.com, which monitored the behaviors and opinions of U.S. adult consumers with regard to mobile marketing, approximately 1 in 5 adult Americans that own mobile phones are now using their phones to conduct mobile commerce.
M-commerce, as it is now being called by industry professionals, has evolved and is now being defined as a one or two way exchange of values, as facilitated by a mobile e-device such as a mobile phone, via wireless communication networks and technologies. As an industry standard, this brand new definition helps to better shape and define the scope of m-commerce and the services rendered via mobile devices. Using a terminology consistent within the industry is an important first step toward building a solid baseline for m-commerce within the United States.
The May 2010 results came from a survey which included over 1,000 American adults, and was conducted in mid-April. The consumers were asked questions regarding their mobile device usage and experiences with m-commerce such as how they paid for their transactions; which mobile media services were used to conduct their transactions; the types of transactions made in the most recent 30-day period; the quality of their experience with m-commerce as well as their interest in conducting future transactions in the following 12-month period.
The results of the survey revealed that nearly 17% of respondents used their mobile phones to make purchases for virtual products, such as ring tones, applications and other mobile Web-based products. 6% of respondents stated that they received discounts and/or coupons via their mobile devices, while another 6% used their mobile phones to purchase actual physical goods. It is this last 6% of respondents that is the most telling of the penetration of m-commerce into the American market, with consumers purchasing more than just digital content via these mobile devices.
Other data collected during the study revealed that smartphone users were more likely to make m-commerce purchases than people who owned other types of phones, with over 50% of iPhone owners and 34% of Blackberry users purchasing content for their smartphones via mobile services. Interestingly enough, over 50% of purchases made via mobile devices were made directly through a mobile phone service carrier, and over 40% were paid for using a credit or bank card.
The largest demographic of m-commerce consumers over every other age group surveyed was of adults between the ages of 25 and 34, with respondents from all categories and age groups stating that they considered their purchases made via their mobile devices to be “trustworthy and secure.” The results of this survey are huge for the mobile, e-commerce or m-commerce, industry, revealing that mobile consumers are ready to branch out and make purchases in other areas beyond virtual or application/content sales. This shows that not only is m-commerce reaching more consumers than ever before, but that the quality of the mobile consumer experience and the confidence within the industry is growing as well.
Due to these increases it can be expected that the capacity and features offered via mobile phones and other mobile devices will improve and increase as well, allowing consumers to easily purchase content and products via m-commerce channels. This makes for a real opportunity for marketers to take advantage of this growing interest through the offering of mobile-only deals, coupons, discounts and other means of engaging target consumers via these devices.
For those with mobile traffic, Webbilling.com now offers iphone and non-smart phone join pages for their EU Direct Debit non-card payment solution for Germany, Austria, United Kingdom, Netherlands and Spain. If you are monetizing your mobile traffic add this billing method for improved revenue. If you have mobile traffic and are not monetizing it or want help developing your mobile content and a mobile strategy, write me at Marketing@Webbilling.com.
One in Five Americans Using Mobile E-Commerce
Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.
More Articles
Stuffed With Gratitude: How to Cook Up a Spanksgiving Feast for Fans
Every November, we fill up social media with family photos, pumpkin spice overload and, of course, lists of all the things for which we are thankful. November is the month of gratitude. For adult creators, however, gratitude doesn’t have to be Hallmark-sweet. It can be a little messier, a little cheekier — and a whole lot hotter.
How to Keep Your Collabs Safe, Legal and Drama-Free
Whether you’re a veteran performer who has already racked up collaborations into the triple digits, or a newbie still just figuring things out, your commitment to working safely and sanely should never become compromised. After all, you want to star in the next viral clip — not the next cautionary tale.
WIA Profile: Sandra Bruce
It goes without saying that a retailer who takes a “hands-on” approach to guaranteeing quality and safety is more likely to earn customer trust and loyalty. In the pleasure industry, where shoppers seek products to enhance their intimate lives — and even fulfill their deepest desires — that personal touch is even more impactful.
The Male Rose Co-Founder Heather Gruber Discusses Journey in Building the Brand
Recognizing high demand and interest as profitable pleasure products spread across influencer platforms, in 2021, Jamael Williams and Heather Gruber decided to launch a company with a clear mission: to help men feel more comfortable using pleasure products and talking about them with their partners.
WIA Profile: Katie
Katie is the ultimate girl’s girl. As community manager at Chaturbate, she answers DMs, remembers names, and shows up for creators and fellow businesswomen when it counts. She’s quick to credit the people around her, and careful to make space for others in every room she enters.
How to Stay Legally Protected When Policies Get Outdated
The adult industry has long operated in a complex legal environment subject to rapid change. Now, a confluence of age verification laws, lawsuits, credit card processing and data privacy rules has created an urgent need for all industry participants — from major platforms to independent creators — to review and potentially overhaul their legal and operational policies.
The Basics of Total Cost of Ownership in Retail
Almost every retailer has experienced that “oh no” moment. It’s when support tickets pile up, staff can’t get answers fast enough, store openings get delayed because Wi-Fi isn’t ready, or the POS proves to be outdated. Suddenly you’re too busy fixing problems to focus on driving sales.
How to Market a Product You Can't Name or Show Online
You’re trying to sell legal, helpful products to consenting adults — yet the internet treats those products like a problem. The viral success every brand dreams of can seem maddeningly elusive when search engines block or restrict common keywords, social feeds shadow-ban PG posts, review bots misread images and policies shift overnight with no notice.
From Compliance Chaos to Crypto Clarity: Making the Case for Digital Payments in Adult
These are uncertain times for adult merchants. With compliance tightening and age verification mandates rising, the barrier to entry keeps getting higher.
Real-Time Insights to Streamline E-Payments and Stop Lost Sales
A slow checkout process is more than just annoying — it’s expensive. In a high-risk sector like the adult industry, even small delays or declined transactions can cost businesses thousands in lost revenue every month.
