New survey on mobile shopping: Strong interest in mobile shopping among middle-aged Swedes

Security is more important than simplicity and speed when shopping with the mobile phone

A new customer survey, conducted by Payair, a leading mobile commerce company, shows that interest in mobile shopping is highest in the age groups 30 - 39 years and 40 - 49 years. "This result is very surprising and quite opposite to common belief that those who embrace this new technology are primarily of young age", said Staffan Ljung, CEO of Payair.

A new customer survey, conducted by Payair, in which 483 consumers participated, shows that the interest in mobile shopping is highest in the age groups 30 - 49 years. But the survey also shows a great interest in mobile shopping among middle-aged Swedes and in the age 60 years and older.

Strong interest in mobile shopping among middle-aged, elderly and retired

The survey shows that among the 483 consumers in Sweden that participated in the survey, 28 per cent of those in age 30 - 39 years old express an interest in shopping with their mobile phones today. This is a higher percentage than any other age group. The age group 40 - 49 years follows closely behind with a 25 per cent interest. As many as 14 per cent of people aged 50 - 59 years are interested in mobile shopping.

Even older Swedes and pensioners are interested in mobile shopping: 8 percent of those who signed up for Payair’s services are in the age group 60 years and older. Only 22 per cent of people aged 20 - 29 years show an interest in mobile shopping, and only 3.5 per cent of people under 19 years of age.

There is a difference in age groups between the genders of those who expressed a great interest in mobile shopping through Payair. Men in the age of 30 - 39 years are the largest group (28 per cent)among all men that participated, while the age group 40 - 49 years is the greatest among the women (32 per cent).

CEO of Payair, Staffan Ljung said: “The result is opposite to common belief that those who embrace new technology are primarily young people. It is very satisfying to find that mobile shopping attracts consumers in their middle ages and even older, and this is an important lesson for us and the entire industry to learn from in order to develop and market services and offerings accordingly.”

Women more interested in mobile shopping security than men

The survey found that for half of the consumers, security is the main issue. The mobile shopping service must be absolutely safe and secure. Security is more critical for women than for men: 64 per cent of women said that security is vital while less than half of the men stated that security is important.

Nearly a third of the consumers want the service to be simple and easy to use. A third of all men stated that it is important that the service is easy to use, but only one in five women think that ease of use is important.

Of the 483 consumers that participated in the survey, only 17 per cent stated that the speed of the service is important. Speed ​​is more essential for men than for women.

More about the survey
Payair recently conducted a customer survey that is based on the answers from 483 consumers, all from Sweden. 406 of these participants are men and 77 of them are women. The study was conducted through a web survey tool.

Tweet this: @ Payair Strong interest in mobile shopping among middle-aged Swedes, see http://bit.ly/IimamJ #Payair

Helena Törnell
Vice President of Marketing at Payair
Phone: 46 723 761125
Email: helena.tornell@payair.com

Useful links:
Payair’s solution for mobile shopping
News from Payair
Pictures to download

Payair is the industry leading mobile shopping solution that offers a fast, easy and secure way for consumers to shop using their smartphones. With the Payair application, consumers can complete their mobile purchase processes in less than ten seconds, on the Internet, as well as in retail shops, restaurants and other shopping environments. Businesses can speed up and simplify their sales processes, resulting in increased sales by using Payair’s suite of mobile shopping solutions.

The purchase process includes a ‘buy’ button when browsing the web on mobile phones or scanning of QR codes on the web that activates the Payair service on smartphones, authenticates the user, self-checkout and payment by credit or debit card from MasterCard or Visa. The solution is secured with multiple layers of encryption and no sensitive data is stored in the phone. The solution is free of charge for the customers and easy for the merchants to implement within their existing payment systems. Payair is a privately held Swedish company with franchise partners in several markets worldwide. For more information: www.payair.com

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Quotes

It is very satisfying to find that mobile shopping attracts consumers in their middle ages and even older.
Staffan Ljung, CEO Payair