The mobile phone has become an indispensable tool in the purchasing process, and most people use it frequently to compare prices, research products or information on the location and time of a store. Also rapidly it is growing number of consumers who use it to make purchases, but considering that 9 out of 10 consumers smartphone device is already the primary Internet connection, strange that the number of buyers via computer remains much higher.
So a key question arises: What is pulling back to customers when betting on the mCommerce? A survey by Economist Intelligence Unite, reviewed by eMarketer, has tried to respond, and the conclusion is that the small size of screens and concerns about data security to make consumers more likely to choose the computer for this homework.
In fact, the main reason-and differentiation by users say they buy more often via mobile phone is simply because they prefer to use a PC (51%). Below would be concerns about the privacy of the data (32%), the difficulty of using the mobile web retailers to buy (28%) than the buying process is long and slow (21%) or is too difficult to use the app retailer to buy (17%).
That is, a simplification of the process by the retailers would probably lead consumers to choose their smartphone more often, but that should, in addition to the correct security measures, secure a web design tailored to the mobile experience , to try to reduce to a minimum the steps you have to give the consumer and the forms you have to complete.
Finally, the preference for physical stores (14%), and the feeling of making impulse purchases when you bet on the mCommerce (8%) are other minor reasons for not choosing this shopping channel.
When searching for products via smartphone, which is what bothers the user?
We have seen many times that, unlike what happens with mobile shopping, researching product information itself is the order of the day, and 7 out of 10 people use the smarphone for this purpose. But that does not mean that the experience is designed like a charm.
In fact, there are many elements that continue to cause consumer laziness, and that make the mobile is still being used much less than it could for these tasks related to shopping. The same previous survey also seeks to find the most annoying mobile users and reveals that 63% of consumers find uncomfortable such a small screen, which explains the recent rise of phablets as smartphone use for many of work (basically, for all we do on a computer).
Beyond these intrinsic reasons, we must take into account that 39% of respondents felt that the navigation information is complicated, the Internet is very slow on their device (31%), to save the search results is difficult (24%), or to share information across multiple mobile devices is difficult (15%), which again shows much room for improvement in the design of online shopping, especially when it comes to adapting to the experience mobile.