Mobile consumers are 'time rather than money focused'

Consumers have very different priorities when making purchases via mobile phones than when buying online, according to a new Kansas State University study.The academic report, which is published in the International Journal of Electronic Marketing and Retailing, concluded that there is still a degree of uncertainty about mobile advertising among consumers.Assistant Professor Esther Swilley, who specialises in e-commerce and mobile marketing trends, explained that many people remain reluctant to receive adverts via text message.She suggested that this is because marketers sometimes find it difficult to identify what sort of products and services would appeal to mobile phone users. "On the internet, people are more money conscious. They want things for free. On a cell phone, they're time conscious. They want things conveniently," said the academic.The types of adverts which may appeal to mobile users are things which would save them time, Ms Swilley added, such as promotions for cafes which enabled them to reply with an advance order. Sandwich chain Subway appears to have already identified some of these trends, as it recently launched a mobile service in New York City which enables customers to order and pay for their food in advance.

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