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IABViggleInMobi-Mobile-Payment-Adoption-Apr2013Mobile payments have been common among tech-savvy consumers, according to [pdf] results from a survey from the IAB, Viggle, and InMobi. 57% of respondents to the survey reported having redeemed a coupon, code or voucher by mobile, while more than 4 in 10 have paid for digital products (such as applications and ringtones – 45%) and paid their mobile phone bill (42%) via their device. Person-to-person (P2P) payments remain scant for the time being, at 19%. Respondents were drawn from Viggle’s registered users, and are both technology- and media-savvy.

Only 24% of the respondents, who are also centered around the 25-34 demographic and are more coastal and urban than the average consumer, reported never having made a payment by mobile.

In other results from the study, which examined financial activities on mobile devices, 58% of respondents reported using their banks’ mobile application, while another 25% are aware of it. Fewer use text message alerts (38%) or other mobile banking features (excluding mobile-optimized websites – 40%), although awareness of these still hovers around the 70% mark.

Addressing security concerns would likely lead to more interest in using mobile phones for financial services activities, per the report. 52% of respondents said they would be more interested if there was a guarantee that their transactions are safe even if they lose their phone, while 46% would feel better about mobile financial activities if they were more confident in the security of their mobile network.

About the Data: The survey was fielded from March 29 to April 1, 2013. To get the sample, Viggle emailed invites to a random sample of Viggle’s nearly two million registered users. These users completed the survey online (on either desktop, smartphone, or tablet). 1,242 respondents completed the questionnaire. Only Viggle users 18 years old or older participated in the survey.

The Viggle audience is both technology- and media- savvy. Viggle currently attracts a user base that is fairly evenly split by gender, and centered around the 25 ”“ 34 demographic. They’re more coastal, more urban and tech savvy than the average consumer.

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