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 © 2026 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
Guiding Shoppers With Clear Pleasure Education
One of the most valuable skills in pleasure retail isn’t persuasion — it’s translation. Customers often arrive curious but cautious, unsure of terminology, functions or even what questions to ask. The goal isn’t to overwhelm them with specs or explicit details, but to describe product features in a way that feels approachable, relatable and easy to imagine.
Stripchat's Jessica on Building Creator Success, One Step at a Time
At most industry events, the spotlight naturally falls on the creators whose personalities light up screens and social feeds. Behind the booths, parties and perfectly timed photo ops, however, there is someone else shaping the experience.
High-ROI Marketing Tactics for Online Retail
In adult ecommerce, the marketing landscape never stops shifting. What succeeded brilliantly in March may seem outdated by September. When you look at the bigger picture, however patterns emerge: clear, repeatable paths to strong ROI that remain consistent even as algorithms, platforms and buyer behavior keep changing.
Inside the OCC's Debanking Review and Its Impact on the Adult Industry
For years, adult performers, creators, producers and adjacent businesses have routinely had their access to basic financial services curtailed — not because they are inherently higher-risk customers, but because a whole category of lawful work has long been treated as unacceptable.
A Hands-On Review of AI Camera Monitoring for Retail
Last month, I outlined the main AI-powered loss prevention options available to businesses: DIY solutions, hosted services and enterprise platforms. This time, I decided to test one out myself. I contacted a cloud video platform that integrates with Lightspeed POS and scheduled a demo.
How to Build Operational Resilience Into Your Payment Ecosystem
Over the past year, we’ve watched adult merchants weather a variety of disruptions and speedbumps. Some even lost entire revenue streams overnight — simply because they relied too heavily on a single cloud provider that suffered an outage, lacked sufficient redundancy and failover, or otherwise fell short when it came to making sure their business was protected in case of unwelcome surprises.
Turning Fantasy Fans Into New Creature Play Shoppers
Adult “creature play” is no longer just a niche novelty. There’s even a term for this kink: teratophilia, meaning sexual attraction to monsters. A heady mix of sensory novelty, curiosity about unfamiliar bodies and potential power dynamics has made lusting after and role-playing mythological creatures more widely accepted. The erotically captivating allure of otherworldly beings has even become prevalent across pop culture, from “True Blood” and “The Shape of Water” to Guillermo Del Toro’s “Frankenstein” and “monster boyfriend” romantasy literature trending on TikTok.
Building a Stronger Strategy Against Card-Testing Bots
It’s a scenario every high-risk merchant dreads. You wake up one morning, check your dashboard and see a massive spike in transaction volume. For a fleeting moment, you’re excited at the premise that something went viral — but then reality sets in. You find thousands of transactions, all for $0.50 and all declined.
Signals Ahead: Pleasure Brands Track the Rapid Convergence of Tech and Intimacy
It’s complicated. As the pleasure industry enters 2026, many industry observers predict that the coming year will be shaped not by a single game-changing breakthrough or standout celebrity partnership, but rather by the slow, powerful alignment of consumer psychology, economic reality, cultural openness and shifting demographic needs.
A Creator's Guide to Starting the Year With Strong Financial Habits
Every January brings that familiar rush of new ideas and big goals. Creators feel ready to overhaul their content, commit to new posting schedules and jump on fresh opportunities.
