Smartphone adoption driving mobile shopping habits

Smartphone adoption driving mobile shopping habits

When it comes to mobile shopping and making payments from their mobile, Kiwis are amongst the best in the world

Auckland, New Zealand – April 10, 2013 – Shopping on the smartphone is becoming increasingly popular with Kiwis who find it fits conveniently into their lifestyle, providing the ability for consumers to make purchases when and wherever they want to.

According to MasterCard’s latest Online Shopping Behaviour Study, with 72% of respondents now having mobile internet access, almost one-in-five Kiwis are now using their phones to shop online, which is on par with our Australian counterparts

Although still in its infancy, mobile shopping is gaining acceptance fast with 18.2% of respondents having made a purchase via their phones in the last three months, compared to only 8.0% the previous year. The most popular shopping purchases included mobile apps (26%), daily deal coupons (23%), and music downloads (18%).

In addition to using their mobile phones to make purchases, New Zealand consumers are also proving they’re savvy consumers, using their mobiles to compare prices between physical and online stores. More than half (54%) of respondents have conducted price comparisons, with 48% of respondents also stating that they have conducted research online on a product prior to making a purchase in-store.

“New Zealanders are well known for being financially savvy. As more retailers offer both in-store and online shopping experiences, consumers are making use of their smartphones to conduct price comparisons and ensure they are getting the best deal,” said Albert Naffah, Country Manager for MasterCard New Zealand.

“Although New Zealand is a mature market when it comes to online shopping, we’re still far from mobile purchasing being the norm. However, as smartphone penetration continues to increase, purchasing via mobile will continue to grow exponentially – especially as more retailers also invest in sites that are specifically optimised for mobile.”

The research also shows New Zealanders are becoming more aware of different types of purchasing related technology, and that there is a growing appetite amongst Kiwis to try these as they become available. Mobile banking apps being the technology most Kiwis are likely to try (71%), with 54% likely to adopt mobile NFC technology, and 49% open to trying digital wallet technology.

“Whilst we are seeing a real openness to new technology, it’s important to note that 88% of Kiwis cite security as their key consideration when it comes to shopping online, so the ability to provide consumers with a secure and convenient payment facility actually becomes a key component for retailers looking to drive purchases via the online channel. Without the capability to demonstrate to consumers that their payments are secure, retailers can offer the best products at the best prices and still not reach optimal sales.

“Kiwis are known as being early adopters of technology, and with trusted brands like MasterCard behind payment technology such as MasterCard® PayPass™ and the MasterPass digital wallet in the future, we expect their use to continue to grow,” says Albert Naffah.

About the research
The MasterCard Online Shopping Survey, which serves as a benchmark that measures consumers’ propensity to shop online, was conducted across 25 markets. The report for the Asia/ Pacific[i] region included interviews with 7,011 respondents from 14 markets who were asked questions about their online shopping habits. In New Zealand, the survey was conducted online amongst 500 New Zealanders, aged 18-64 years.

The survey and its accompanying reports do not represent MasterCard’s financial performance

MasterCard and its Suite of Research Properties
The MasterCard Worldwide Index suite in Asia/Pacific, Middle East and Africa includes the long-running MasterCard Worldwide Index of Consumer Confidence, as well as the MasterCard Worldwide Index of Women’s Advancement, Online Shopping, Index of Financial Literacy, and the Index of Global Destination Cities. In addition to the Indices, MasterCard’s research properties also include a range of consumer surveys including Ethical Spending and a series on Consumer Purchasing Priorities (covering Travel, Dining & Entertainment, Education, Money Management, Luxury and General Shopping).

MasterCard also regularly releases Insights reports providing analysis of business dynamics, financial policies and regulatory activities in the Asia/Pacific, Middle East and Africa region. Over 80 Insights reports have been produced since 2004.

About MasterCard
MasterCard (NYSE: MA), www.mastercard.com, is a technology company in the global payments industry. We operate the world’s fastest payments processing network, connecting consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. MasterCard’s products and solutions make everyday commerce activities – such as shopping, traveling, running a business and managing finances – easier, more secure and more efficient for everyone. Follow us on Twitter @MasterCardNZ or @MasterCardNews, join the discussion on the Cashless Conversations Blog and subscribe for the latest news.

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