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
How AI-Powered Loss Prevention Can Help Your Store
Years ago, I was deeply involved in upgrading the security camera system at a store in Hawaii. The process took several months. We provided store diagrams, mapped out camera lines of sight, waited for quotes, then coordinated with a contractor to install everything. It cost thousands — and by the time I left that position, the system still wasn’t fully operational.
What DSA and GDPR Enforcement Means for Adult Platforms
Adult platforms have never been more visible to regulators than they are right now. For years, the industry operated in a gray zone: enormous traffic, massive data volume and minimal oversight. Those days are over.
5 Product Trends Retail Buyers Should Bet On in 2026
In 2026, expect consumers to prioritize one thing above all else: comfort.
Making the Case for Network Tokens in Recurring Billing
A declined transaction isn’t just a technical error; it’s lost revenue you fought hard to earn. But here’s some good news for adult merchants: The same technology that helps the world’s largest subscription services smoothly process millions of monthly subscriptions is now available to you as well.
Exploring the Shift Toward Pleasure Products Designed for All Bodies
The last few years have seen a positive change in our industry, as more brands and innovators are finally prioritizing accessibility. Whether they call it inclusive design, adaptive pleasure or accessible intimacy, the aim remains the same: Pleasure should be accessible to everyone, including people with limited mobility or physical disabilities.
Navigating Age Verification Laws Without Disrupting Revenue
With age verification laws now firmly in place across multiple markets, merchants are asking practical questions: How is this affecting traffic? What happens during onboarding? Which approaches are proving workable in real payment flows?
How January Retail Sales Prime the Pump for Valentine's Day
January may look quiet on paper, but anyone who has worked in a pleasure store knows that the first month of the year has a very particular energy.
WIA: Corrinne Musick Fosters Harmonious Retail Relations at Sportsheets
Wherever there’s a retailer needing guidance, a trade show booth crowded with buyers or a curious YouTube viewer looking for sex education, there you’ll find Sportsheets’ traveling pleasure product expert, Corrine Musick.
A Creator's Guide to Post-Event Networking
In the adult industry, talent, creativity and individuality are vital, but true longevity often comes from the connections you make — and how well you nurture them. Meeting people at expos and conferences, or on online forums, is only the first step. What strengthens a career and reputation is how you maintain those relationships over time. Networking isn’t about collecting contacts; it’s about cultivating trust, offering value and building mutual support in an industry that thrives on collaboration and authenticity.
Tips for Testing Content to Maximize Conversions
Everyone’s looking for what’s next, hot and new. That’s understandable. Who doesn’t want to be on the cutting edge, riding the next wave? But before you rush to reinvent yourself, remember this: The most successful creators aren’t the ones chasing trends. They’re the ones who take the time to figure out what actually works before committing to big changes.