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Study: Mobile shopping and purchasing have become the norm worldwide

Mobile shopping and purchasing have become the norm across the globe as 75 percent of smartphone and tablet users said they have purchased a product or service on their devices in the past six months, according to new report from the Interactive Advertising Bureau.

The study, Mobile Commerce: A Global Perspective, is an in-depth survey of mobile users from 19 countries around the world, according to a press release about the report.

Among these recent mobile purchasers, nearly a quarter (23 percent) buy on mobile devices on a weekly basis. Mobile purchasers in Turkey and China report the greatest percentage of their total monthly purchases on smartphones or tablets (44 percent and 42 percent, respectively). Those in the U.K., Singapore, and Australia say they make a third or more of purchases on mobile screens.

Overall, 57 percent of the mobile purchasers surveyed say that they have been buying on mobile for over a year. More than a quarter (28 percent) made their first mobile purchase in the last six months. Austria, Peru, and Colombia are key new adopter markets, with significantly more consumers making their first purchase on mobile within the past year, followed by Mexico, France, Turkey, and Chile.

The mobile shopping experience, enhanced by the combination of convenience, time saving, and price, won high marks from the majority (80 percent) of those polled. Sixty-two percent plan to purchase more products and services via their smartphone or tablet in the next six months. Mobile purchasers in the U.K., Brazil, France, Ireland, and Peru expressed the greatest propensity for increasing their mobile shopping activities.

Seventy-six percent of mobile purchasers said that they had engaged with a mobile ad in the last six months. On average, 33 percent clicked on the ad to find out more information, while 28 percent clicked to visit the advertisers’ websites, and 21 percent clicked to purchase. Brazil, Canada, Colombia, the U.K., and the U.S. reported the highest levels of clicking to purchase.

Social media plays an important role. Sixty percent of mobile purchasers from around the world saying they often discover products and services to buy on social platforms. More than one-third (36 percent) of mobile purchasers leverage social media to share their mobile purchase experience.

"Pressing the 'buy' button on mobile devices is now a regular occurrence the world over,” said Anna Bager, senior vice president of mobile and video at IAB. "Marketers and media agencies need to fully embrace smartphones and tablets as a critical pathway for all shopping activities and increase investment if they want to build meaningful relationships with mobile consumers, driving them from discovery to purchase."