A new survey from the USA has published some of the reasons why consumers are giving up on mobile shopping transactions.
The 2013 Mobile Consumer Insights study, which was conducted by Harris Interactive on behalf of payment technology company Jumio, found that 68% of smartphone and tablet owners had attempted to make a purchase on their device. However, 66% of these people had failed to complete a mobile-based transaction.
51% said one of the reasons was not feeling comfortable entering their credit card information. 47% failed to complete a purchase because the checkout process took too long, 41% said the process was too difficult and 23% found their purchase would not ‘go through’.
Daniel Mattes, founder and CEO of Jumio, said “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. From frustrations around having to type - and often retype - personal information into tiny text boxes 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. Consumers will continue to demand a simpler, more streamlined mobile payment process. Until retailers address their important concerns - from providing faster checkout options to addressing the safety of credit card and account info - they’ll continue to see a large portion of their customers abandon their shopping carts instead of clicking ‘buy’.”