M-Retailing

M-payments and 4G ‘least important’ mobile features, consumer study finds

While mobile operators and third party payment companies push to get mobile payments up and running, a study by GMI revelas that 53% of consumers don’t really rate contactless payment technology as important. 31% fo them think the same for 4G.

The research could be a blow to the mobile industry as it looks set to launch into the contactless payment space. Speaking at the annual IAB Mobile Engage conference last week, Weve CEO, David Sear, said that mobile phones are on the cusp of being used to make contactless payments, and that the industry should expect a “massive shift” in the way people use their mobile devices in 2014.

“We are almost at the point of being able to use our mobile phones for physical purchases – tapping them like we do contactless cards,” said Sear. “We trust our devices – they contain out lives – and payment is a natural extension of that trust.”

Or perhaps not if you listen to consumers. GMI’s research shows instead that consumers still look for more traditional features when deciding on a smartphone to buy, such as a long-lasting battery and a good camera.

A whopping 89% of the 1000 respondents said that battery life was an important consideration when buying a new phone, followed by the device being made by a well-known or trusted brand name (68%) and having a fast processor (67%). Other important features included having a high-quality camera, a large screen and an operating system that links easily with other devices.