Data from Mobile Consumer Trends (MCT) shows there will be 20.76 million m-commerce users in the UK in 4Q11, of which 17.7 million will be aged 18-64. According to behaviour revealed in our 2Q11 survey of mobile consumers aged 18-64, our MCT database* forecasts an average of 45% of m-commerce users will only spend up to £10 in 4Q11, with 37% spending up to £100, 7% spending up to £1,000 and the remaining 11% saying they will spend up to £1,000, or above.
The major population centres as measured by ITV advertising region – such as London, Central, Meridian, Granada and Yorkshire – obviously have the most m-commerce users, but some interesting regional variations begin to emerge when compared against national average spend.
For instance, the West Country, Ulster and HTV, each claim at least two extremes of behaviour when measured against the national average. Approximately 64% of mobile consumers aged 18-64 in the West Country will only spend up to £10 on m-commerce, while just 12.4% say they will spend up to £100. At the same time, however, the proportion of users who say they will spend up to £1,000 and above peaks here at 16.4%.
Ulster boasts the lowest proportion of users who will only spend up to £10 – just 34.1%, but also the highest who will spend up to £100 – 47.3% Meanwhile, HTV has the highest proportion of users who will spend up to £1,000 – 11.1%, but the lowest who will spend £1,000 and above – 5.7%. Meridian had the lowest proportion of users willing to spend up to £1,000 – just 3.2% of the m-commerce user base.
Users in the Anglia region were generally above average on everything apart from spend up to £,1000, while Border was below the national average on everything bar spend up to £100. Over 50% of users in Granada would only spend up to £10, while affluent London users were below average for those willing to only spend £10, and above average on everything else.