Tag: mobile commerce research

Report highlights consumer complaints regarding mobile commerce

Mobile commerce has been showing promising growth around the world, but not all consumers have been won over by the prospects of mobile payments. Those that do support mobile commerce praise it for the convenience and efficiency it brings to both online and offline shopping. There are a growing number of consumers that consider mobile commerce to be time consuming and more difficult than necessary, according to a new study from Harris Interactive.

Businesses eager to embrace mobile payments

The study highlights the growing problems that consumers in the U.S. are beginning to have with mobile commerce. U.S. retailers and other merchants have been aggressively supporting mobile commerce, hoping to tap into the growing market of consumers with smartphones and tablets. In the scramble to appeal to mobile consumers, the mobile commerce platforms that many retailers are putting to use have apparently failed to meet the standards of customers. The study suggests that consumers are growing more frustrated with faulty platforms that disturb their shopping experiences.

Technical issues drive consumers away from mobile commerce

The study shows that approximate 68% of mobile consumers have attempted to purchase products from their smartphones or tablets, but 66% of these consumers have failed to do so due to the obstacles they have encountered with mobile commerce platforms. Many of these problems come in the form of poor network support. A slow Internet connection can effectively ruin a mobile commerce platform as connection problems can halt or duplicate transaction. Other technical problems have also proven frustrating for consumers.

Faster transactions could reclaim the favor of consumers

According to the study, some 47% of mobile consumers claim to have abandoned mobile commerce simply because transactions take too long. Businesses embracing mobile payments may do well to ensure that transactions are not time consuming so as to placate the concerns of consumers. This may require some retailers to make use of new mobile commerce platforms that are more capable of facilitating transactions over a better Internet connection.

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.