It’s hard to find anyone these days who doesn’t own a smartphone. And it’s even more difficult to find people who aren’t using those smartphones to help with every aspect of their life, including shopping. 71% of smartphone owners say they shop using their mobile device, but alarmingly, 88% of those who shop on their smartphone have experienced negative issues.
A recent survey conducted online by Harris Interactive, on behalf of Skava – a provider of mobile, tablet and in-store technologies, asked more than two-thousand U.S adults aged 18+ about their experience when shopping on smartphones. The infographic below outlines what the study found:
The biggest pain points noted by mobile shoppers included:
- 51% said that retailer websites are harder to navigate and use on a mobile device than on a desktop
- 46% said that product images are too small to make buying decisions
- 41% showed concerns over security on their smartphone
- 26% said that the checkout process is a pain
“The sudden rise in the number of visitors accessing retailer’s websites from mobile took many retailers by surprise and they quickly created a mobile as a first response, but the initial bounce rates were high and conversion rates low leaving many retailers thinking that people didn’t have an appetite to buy from mobile,” said Arish Ali, Skava Co-Founder and President. “It isn’t just about putting a mobile website out there – it is about building an experience that is easy for customers to use and takes into consideration the unique attributes of mobile devices. Achieving significant conversion rates on mobile is possible. Amazon, a constant threat to traditional retailer, generated $4 billion in sales through mobile last year. “
While it’s clear that consumers are looking for the convenience of using their mobile device to purchase products from their favorite retailers, the level of service is failing to meet their expectations. This opens a major opportunity for those small businesses (actually any business) that can offer a simple and positive mobile shopping experience for it’s products and services to those who have ‘fled’ and are looking for an alternative.