Romanians increasingly embrace purchases via mobile phone, KPMG survey shows

Despite major concerns over privacy and data security, people around the world are rapidly adopting the mobile internet as an easy and convenient method of carrying out everyday transactions including banking and shopping, a new global survey from KPMG, called “Consumers and Convergence IV” has found.

“The 2010 Consumers and Convergence IV Survey confirms once again that on-line and mobile technologies are being embraced by more and more consumers worldwide, becoming integral parts of our existence and transforming the way we connect with our communities and solve our everyday personal and business-related activities,” said Aurelia Costache (in picture), Partner Advisory Services at KPMG in Romania.

In Romania, 26 percent of respondents have used their mobile device for banking at least once during the last 6 months and only 22 percent have ever purchased something using a mobile phone through a retailer’s mobile site.

A major challenge for content providers worldwide has been how to turn their internet presence into revenue, but these survey results suggest that consumers may be getting used to the idea that they should pay something for what they consume.

In Romania, 31 percent of respondents answered that they would be willing to pay for content but only 10 percent would be willing to pay for access to the content of the entire site and 21 percent would only pay for specific areas of interest.

Among those willing to pay for access, the most popular types of content which people would pay for are video, chosen by 48 percent, and music, chosen by 38 percent. Paid-for music is especially popular among the young, with 61 percent of 16-24 year-olds saying they would be prepared to pay.

Otilia Haraga