Mobile commerce in Asia
Astonishing marks are coming from Asia and the Pacific: there are more tan 943 millions of mobile users. In some cities as Hong Kong or Singapore the penetration rate reaches over 89% while in USA this percentage is about 60%.
Most of the citizens confess starting to use their mobiles, early in the morning, just after waking up, mainly to look up their social networks. After this, they use their mobile devices around 3 hours a day just for leisure.
As a consequence, last Christmas, according to Microsoft inquiry, mobile devices were the most desirable presents for people who live in these geographic zone. After having smartphones and laptops, 35% of the population was asking for a tablet.
The weird fact is that multiscreening rate is significantly lower in Asia. Only Japanese people is around the media, 63%, but China, Singapore or India even the higher penetration of mobile devices just have around 58% of multiscreening.
But… why is all this information relevant?
The answer is simple for businesses: It helps to increase online shopping.
According to a study made by SAP, 69% of Asians have admitted purchasing at least once in their life, while 52% has made bank transfers. But these rates will be even higher if online security was better.
Nevertheless brands and businesses don’t invest all they should in mobile marketing or marketing strategies; furthermore more than 50% of the businesses don’t include this strategy in their marketing plans, which for sure, would attract more online purchases for them. As they know this fact, enterprises are working on promoting these sales channels, and budgets will grow in the close future.
However companies in order to promote or launch their products invest much more than the world average (17% vs. 2%) in spite of the fact they don’t expect purchases directly related with their efforts. Also unlike to the marketing experts in the world, they are not really concerned about attracting web traffic is more important for them to maintain or try to achieve a well-known brand.
We think, that marketing departments in these countries should combine both ways: mobile marketing, based on the high rates we have written about, and product promotion strategies in order to be more effective and take advantage of their resources.