M-commerce in India to gain more traction post 3G, BWA

by Sharon Lobo    Aug 27, 2010

Mobile GrowthKPMG has unveiled its Fourth Consumers & Convergence Report, which examines how consumers use technology. This year the annual survey has found that despite concerns over privacy and data security, consumers in Brazil, Russia, India and China (BRIC) are actively embracing mobile networks as their de facto telecommunications standard.

Covering 22 countries, the 2010 report surveyed 5,627 people on their day-to-day use of mobiles and PC technology. In India a sample set of 300 respondents were survey, these included mobile users from both metro as well as the rural region. The study shows that consumers in India and China are leading the drive for personal banking and retail transactions via their mobiles.

The survey also revealed that consumers are adopting mobile applications at ever-faster rates, and the there has been a tremendous growth in the adoption of mobile banking and m-commerce. 46 percent of consumers in 2010, say they have used their mobile devices for banking, as compared to only 19 percent in 2008. Additionally, 38 percent say they have made purchase over their mobile device, which is up from 8 percent in 2008. While unveiling the findings of the report, Jehil Thakkar, Executive Director, KPMG said that the launch of 3G and BWA will further fuel the growth m-commerce in India. Thakkar further added that these technologies should be able to ensure constant broadband speeds and seamless connectivity.

An interesting fact revealed by the report states that a majority of Indian consumers (78 percent) are concerned of unauthorized access to Personally Identifiable Information (PII). However, 65 percent are willing to allow their on-line usage and profile information to be tracked if it results in lower costs. To this Thakkar added that in India for most privacy was just a perception and in reality people aren’t too concerned about their privacy. He gave examples of how people would upload their personal photos or details on social networking sites for everyone to see.

The KPMG study has also revealed that in spite of the humongous growth of mobile telephony in India, more than half of mobile users did not wish to give up their landline. The reasons being, users felt landlines are more reliable than mobiles and it was the primary source for Internet access.