Kolkata leads mobile transactions in India

With 75% online shoppers open to mobile transactions Kolkata has emerged as the leading city for mobile transactions in the country. It is followed by Chennai with 64% and Delhi with 57%. Most surprising fact is that online shoppers from metros like Mumbai and Bangalore less than 35% of them prefer mobile transactions over other mode of payments.

According to a joint study carried out by Yahoo and Mindshare on the Indian market metros seem more 'cautiously open’ to the idea of mobile transactions.

The study also revealed the barriers for shopping online, they include - non-authentic goods, unreliable delivery and lack of quality control. Interestingly, the study showed that chances of mobile "browse" converting to mobile "buy" is more than online PC purchases or even physical shopping. Of the total number of consumers browsing for products on mobile, 79% prefer buying on a mobile device compared to 9% on PC/laptop and 12% in a physical store.

Around 31% of online shoppers cite saving time or effort as their main reason for shopping online. While, obviously, attractive discounts and promotions is another key driver as stated by 28% of online shoppers while 21% cite the convenience to shop anywhere, anytime as a big draw.

Mobile is the most preferred device to make regular or impulse purchases rather than expensive, high consideration purchases. Over 90% of the consumers indulge in frequent purchases of Travel, Music & Movies while using their mobile devices. Apparel, electronic devices, baby and pet care products are what consumer like buying on mobile over other modes.

As many as 36% consumers prefer buying high-consideration products like insurance on their PC/ Laptop while 24% consumers prefer buying health supplements on PC/Laptop. While, users still find it difficult to make up their mind for financial services products on mobile as they see these as more complex purchase decisions.

However, personal hygiene (30%) & luxury accessories (27%) are preferred for in-store purchases.