10 million adults use m-Commerce (UK)

A total of 10 million UK consumers made a mobile transaction in 2010 (equal to 23% of UK online consumers), but 83 percent of these experienced problems, according to a survey by Harris Interactive for online customer experience management (CEM) software provider Tealeaf.

The research shows that as smartphone adoption groups, UK consumers expect a faultless experience across all online channels, with 75 percent of online adults agreeing there is no reason why a mobile transaction cannot be completed on the first try.

Two thirds (66%) of online adults said they would be less likely to buy from the same brand via other purchase channels if they experienced problems conducting a mobile transaction.

Shopping is the most popular m-commerce activity (63%), followed by financial transactions (37%), travel bookings (34%) and insurance payments/purchases (23%). On average, mobile shoppers completed 4.4 transactions on a mobile device per month in 2010, with consumers evenly split over whether they prefer to conduct transactions using an app (43%) or an internet browser (41%).