Mobile Shoppers Look for Speed, Simplicity of Apps

 
 
By Nathan Eddy  |  Posted 2015-11-09 Print this article Print
 
 
 
 
 
 
 
mobility and commerce

Half of the respondents said they would make the same purchases on their phone that they made in a brick and mortar shop, according to the survey.

When it comes to mobile shopping websites, less is more, according to a survey of 2,000 U.S. consumers who want fast, clean and streamlined websites and apps.

The Instart Logic survey revealed more than half of respondents surveyed (62 percent) said they use their mobile phones for their entire shopping experience, from discovery, to research, to purchase of an item.

Consumers surveyed use mobile phones most for initial research (77 percent) and to read reviews and product information (73 percent).

However, 61 percent of consumers said they would be deterred from purchasing on a mobile device if the site was slow to load, with another 58 percent being deterred if the site was complicated to navigate.

"Consumers have multi-device purchasing habits – browse on mobile and purchase on laptop," Instart Logic CMO David Hsieh told eWEEK. "The primary driver for this is the poor quality of experience on mobile. Clunky, slow apps deter shoppers from purchasing on their mobile device. It's evident that companies must have a great quality of experience on mobile in order to not miss out on revenue opportunities."

More than three quarters of respondents find shopping on their mobile beneficial: 73 percent said they like mobile shopping because it’s more convenient, while 72 percent find it beneficial because it’s available 24 hours a day.

Half of the respondents said they would make the same purchases on their phone as they make in a brick and mortar shop.t respondents (74 percent) on whether they would "The mobile shopping revolution is here to stay. An increasing number of shoppers are turning to their mobile devices to have an always-on shopping experience," Hsieh said. "Companies who focus on digital shopper experiences with a mobile-first mindset will have a leg up against their competitors. However, when it comes to mobile shopping, slow and steady doesn't win the race to more sales. Consumers will gain the trust of brands with sites that are fast and make them feel more secure."

The quality of a website’s user experience is just as important as the quality of merchandise when it comes to greater online spend – 62 percent of consumers say they spend more on a website due to the quality of the merchandise and the ease of making transactions, while 58 percent spend more due to the ease of navigation.

"With the trend towards connected devices and Internet of Things, more and more data will be available to retailers to provide a better personalized and valuable experience to their consumers," Hsieh said. "Contextual shopping will be the next era in mobile shopping technology."

hen it comes to mobile shopping, less is sites and apps that are clean and streamlined, with less load times and less pages to navigate, can have a greater impact on a consumer’s online shopping decisions, according to a survey of 2,000 U.S. consumers.

The Instart Logic survey revealed more than half of respondents surveyed (62 percent) said they used their mobile phones for their entire shopper’s journey--from discovery, to research, to the purchasing of an item.

Within their shopper’s journey, respondents use mobile phones for the initial research (77 percent) and to read reviews and product information (73 percent) the most.

However, 61 percent of consumers said they would be deterred from purchasing on a mobile if the site was slow to load, with another 58 percent being deterred if the site was complicated to navigate.

"Consumers have multi-device purchasing habits – browse on mobile and purchase on laptop," Instart Logic CMO David Hsieh told eWEEK. "The primary driver for this is the poor quality of experience on mobile. Clunky, slow apps deter shoppers from purchasing on their mobile device. It's evident that companies must have a great quality of experience on mobile in order to not miss out on revenue opportunities."

More than three quarters of respondents find shopping on their mobile beneficial: 73 percent said they like mobile shopping because it’s more convenient, while 72 percent find it beneficial because it’s available 24 hours a day.

Half of the respondents said they would make the same purchases on their phone that they made in a brick and mortar shop, and the main deciding factor for most respondents (74 percent) on whether they would make purchases from their mobile device versus a brick and mortar store is the price.

"The mobile shopping revolution is here to stay. An increasing number of shoppers are turning to their mobile devices to have an always-on shopping experience," Hsieh said. "Companies who focus on digital shopper experiences with a mobile-first mindset will have a leg up against their competitors. However, when it comes to mobile shopping, slow and steady doesn't win the race to more sales. Consumers will gain the trust of brands with sites that are fast and make them feel more secure."

The quality of a website’s user experience is just as important as the quality of merchandise when it comes to greater online spend – 62 percent of consumers say they spend more on a website due to the quality of the merchandise and the ease of making transactions, while 58 percent spend more due to the ease of navigation.

"With the trend towards connected devices and Internet of Things, more and more data will be available to retailers to provide a better personalized and valuable experience to their consumers," Hsieh said. "Contextual shopping will be the next era in mobile shopping technology."

 
 
 
 
 
 
 
 
 
 
 
 
 

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