M-KONSUMENT JAKO SEGMENT RYNKU ZYSKUJĄCY NA ZNACZENIU
M-CONSUMER AS MARKET SEGMENT GAINING IN IMPORTANCE

Summary/Abstract: Nowadays, mobility is becoming an integral part of the access to the Internet. Wide availability of mobile technology makes its usage more common in new areas, giving consumers new opportunities, thereby changing their market behavior. The purpose of this article is to characterize a segment of m-consumers and to indicate their growing importance in the market of electronic commerce. The study identifies the growing market potential of m-commerce and presents the reasons for its development. The author discusses m-consumer segment and selected trends in their behavior, which can provide valuable guidance for the creation of an offer satisfying expectations of this group of buyers.

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