15 Percent of Consumers Use Mobiles to Make Purchases

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Results from a US survey examining consumer preferences and attitudes surrounding mobile shopping, found that consumers are increasingly turning to their mobile devices to add depth and convenience to their in-store shopping experience.

Consumers in the US are using mobile devices to enhance their shopping experiences, by verifying product availability and checking competitor pricing (sometimes, while in store).

A study by Sterling Commerce, and Demandware, Inc., in the US found that consumers are increasingly turning to their mobile devices to add depth and convenience to their in-store shopping experience; however concerns still linger around payment security.

The independent survey examining consumer preferences and attitudes surrounding mobile shopping revealed that 15 percent of consumers have used their mobile devices to make purchases.

The study revealed interesting trends surrounding how consumers are using their mobile devices to support their in-store shopping experiences. Verifying product availability, competitively price shopping (while in store) and creating shopping lists/baskets, all rated highly. The findings indicate that consumers are increasingly seeking convenience, with respondents expressing interest in ‘shopping list/basket applications’ and the ability to purchase items directly through scanning their mobile devices (to avoid queues), as being factors that would enhance the mobile shopping experience.

Though indicated that specials/promotions (such as coupons) would be of added value, respondents expressed an aversion to receiving advertising via their mobile phones.

Though the uptake of m-commerce is inevitable, the findings also highlighted consumer concerns with purchasing through a mobile device, which included: payment security (28 percent), internet connectivity (40 percent) and slow interaction with the retailer’s websites (22 percent). Nearly half of the respondents flagged, improved security with regard to use of Paypal and privacy around collection of credit card details, as the major factor that would facilitate shopping and purchasing through their mobile devices.

Article by Nirosha Methananda

Nirosha is a content creator for The Media Pad, publisher of Power Retail. Coming from a marketing and communications background (in the legal, retail and online industries), Nirosha is excited to be able to put her knowledge and experience to work for Power Retail. Recently engaged, Nirosha is immersing herself in the joys of wedding planning! She is also an avid reader (of mostly fiction), always keen to get onto the golf course, likes to paint, tries to sing and is able to recall useless celebrity facts at the drop of a hat!