Tag: m-commerce study

Mobile commerce research examines its impact on shopping

Recent research has investigated the way that the retail landscape is changing because of smartphones and tablets.

The latest results of a market research study from uSamp and iModerate have just been released and have produced some insight regarding the role that mobile commerce is playing within the current shopping ecosystem.

These findings have specifically focused on the motivations and barriers faced by consumers.

The study concentrated on the main drivers and struggles that consumers were facing in terms of mobile commerce in addition to providing some insight as to their shopping behaviors such as what they are buying, where they are making their purchases, and which devices they prefer.

The study was a form of mobile commerce hybrid market research exercise to allow businesses to optimize their strategies.

Mobile Commerce ResearchThe research was a part of the Marketplace Insights series that has been produced by premier technology provider, uSamp, and leading qualitative research firm, iModerate. The respondents to the survey helped to provide greater insight into the impact that mobile commerce is having on the overall shopping environment.

The study indicated that even though mobile commerce is growing in popularity, it is still facing certain considerable barriers. Among them are functionality and security. At the same time, though, the consumers who have embraced shopping over their smartphones and tablets, they did have a limit to the amount that they were willing to spend over those devices. The research suggested that the average number of dollars those individuals are spending is $491.

The survey results indicated that people purchase different items over mobile commerce depending on the device that they are using to shop. Among the primary categories were movies, music and games (64 percent of smartphone users have purchased from this category), and books (60 percent of tablet users have purchased from this category). Another category of note was groceries, where 26 percent of smartphone users had made a purchase.

According to the report on the study, the findings regarding mobile commerce purchasing behaviors align very well with the way that a certain product translates through the use of a specific type of device.

M-commerce is too challenging and too slow for many consumers

M-Commerce Slow for ConsumersA recent study has shown that many shoppers are turned off of the struggles from going mobile.

The latest m-commerce study released by Jumio Inc. has shown that many retailers may not be taking the right approach to selling their products and services over the mobile channel.

The research showed that many consumers give up on their purchase before the transaction is complete.

The study was conducted by Harris Interactive on behalf of Jumio. It determined that over two out of every three (68 percent) smartphone and tablet owners have tried to make an m-commerce purchase using their mobile device. However, it also found that two thirds of those (66 percent) had not finished their purchase because of the struggles that they faced in using their devices to try to checkout.

M-commerce is bringing people to the checkout, but not taking that final step to complete the purchase.

According to the Jumio CEO and founder, Daniel Mattes, “Businesses invest a great deal to get consumers to the point of sale in their mobile apps, but there are a lot of obstacles keeping users from taking their purchase across the finish line.” He added that from the point of having to type in all of their personal information once or multiple times in the very small text boxes in the checkout screens, “to concerns over the safety of data, users are bailing out at checkout. Brands can’t afford to lose shoppers in those final moments of the transaction.”

The Mobile Consumer Insights study by Jumio for 2013 also presented a considerable lesson that was that the m-commerce checkout process needs to be much faster to give it any value to consumers. Almost half – 47 percent – of the consumers who took part in the survey said that they gave up on making a purchase because it took too long to get through the checkout process. An additional 41 percent also mentioned that it was too difficult to checkout using their device, be it a smartphone or tablet.

Mattes said that consumers are demanding an m-commerce checkout process that is much simpler and more streamlined than is the typical experience right now.