Author: Rebecca

A 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.

The mobile shopping experience is falling short of what people in the United Kingdom expect.

A recent study is showing that about half of all people in the United Kingdom who have tried m-commerce find that the shopping experience over that channel is falling short of their expectations.

Nearly 50 percent of the participants of a U.K. study said that their expectations are not being met.

The survey results showed that among people from the United Kingdom who use m-commerce for shopping, the ways in which the experience was falling short of their expectations were in the speed of use (49 percent) and in the failure to provide simple, functional and practical navigation on a site (48 percent).

The study determined that m-commerce may be able to do better if the experience was improved.

The study was called “Mobile Commerce: What consumers really want”. It was conducted by EPiServer and it also showed that among consumers in the United Kingdom, 54 percent will give up on an m-commerce website and leave if they find that they are experiencing any difficulties in using it.

According to the EPiServer product manager, David Bowen, “Our research shows that mobile devices are becoming the first choice for accessing a website or app, regardless of location.” He also went on to say that the result of this is that the m-commerce experience is growing in its importance for the web strategy of virtually any business.

Bowen pointed out that today’s consumer is mobile savvy and will not be as forgiving if m-commerce websites and apps fail to provide the functionality that they would expect to receive when using a website on their desktop computers. He stated that “mobile first” is quickly becoming the strategy to choose when it comes to any business that intends to use smartphones and tablets as a part of any element of its selling – from providing product information to business locators, or actually purchasing a product.

The m-commerce research indicated that nearly two out of every three participants accessed websites using their smartphones every day. However, at the same time 28 percent said that they would choose a competitor company if they experienced struggles using their first choice.