As anyone who has tried knows, breaking old habits can be difficult. This has been found to be true with consumer behavior around mobile commerce. While many retailers poured substantial resources into the development of mobile apps, most consumers tended to revert to using their mobile phones to seek out Web sites, essentially the same old behavior migrated from using personal computers.
Mobile commerce has grown so much globally over the years that there's now a treasure trove of data that can be used to derive new insights about mobile shopping behaviors. Early studies tended to simply detail the hockey stick growth of mobile, sometimes with a focus on app vs. website usage or smartphone adoption rate. Some of the newer studies are getting more interesting, especially since there's now such a large installed base from which to gather data.
Using mobile devices throughout the course of the day gives consumers a distinct edge, if they take advantage of it. This wasn't always the case, as businesses like retailers and restaurants lagged behind what customers wanted to use their phones for. It's taken a while, but businesses have come around to leveraging smartphones for far more than trying to sell ads.
The growth of mobile payments has hardly been explosive over the years. Pretty much all of the focus has been to try to convince consumers to pay with their phone rather than with traditional means, like cash or credit card. But while all those efforts continue, some are coming at mobile payments in a different way.
Plenty of companies continue to push mobile payments but masses of consumers still aren't yet convinced it's the best way to pay. Since it's easier to pay by smartphone online than in a store, that's where more of the mobile payment activity currently resides around the world. There also are some moves to expand mobile payments beyond the smartphone.