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Mobile commerce: converting browsing into buying
Although mobile has become the dominant platform for digital commerce around the world, consumer purchasing habits and rates vary significantly. We looked in depth at some of the GSMA Intelligence Consumer Survey data to gain insight into consumer habits for mobile commerce. Not surprisingly, the CJK region (China, Japan and Korea) sets a high bar that is unlikely to be replicated elsewhere. In Europe, meanwhile, a range of factors contribute to a relative weakness in purchase conversion rates, including security perceptions, demographics and Amazon’s reach.