Consumers' Have a Need for Speed When Shopping Via Mobile

Here's what consumers want from their mobile shopping experiences and the aspects that impact their current and future purchase intent.
Customer Experience

Retailers are well aware that mobile devices now act as shopping companions throughout the purchase process. Yet, as these tools continue to develop and penetrate the market, many brands fail to embrace mobile to the fullest extent, robbing themselves of the opportunity to increase customer engagement and boost product sales.

Instart Logic's recent "Turning Mobile Browsers into Mobile Shoppers" report explores mobile shopping habits and the factors that impact consumers' likelihood to complete their purchase journeys via smartphone. Conducted in partnership with Redshift Research, the survey polled 2,007 U.S. consumers ages 21-45 who shop online and own a smartphone to assess their attitudes toward mobile shopping. Researchers discovered that, while many shoppers use their mobile device at some phase throughout their purchase journey, those who complete transactions via smartphone seek a fast, secure, and clean mobile website or app experience.

The following statistics highlight what consumers want from their mobile shopping experiences and the aspects that have the greatest impact on their commitment to buy:

  • Overall, 62 percent of respondents use their mobile phones for the entire shopper's journey-from discovery, to research, to purchase. Within the shopper's journey, however, respondents use their mobile devices for the initial research (77 percent) and to read product reviews and information (73 percent) the most.
  • Seventy-three percent of respondents enjoy mobile shopping because it's more convenient, while 72 percent believe it's beneficial because it's available 24/7. Fifty percent of shoppers, in fact, would make the same purchases on their phone that they'd make in the brick-and-mortar shop, especially if mobile presented them with better pricing options (74 percent).
  • Easy navigation (92 percent) and speed (89 percent) are the most important elements of a mobile site or app, as slow loading mobile sites (61 percent) and complicated navigation (58 percent) often deter shoppers from completing purchases on their phones. Sixty-four percent of consumers say they'd definitely or probably lose confidence in a brand if their site was slow to load or malfunctioned on mobile.
  • If a mobile site fails to load the first time, 35 percent of shoppers would try again a few minutes later. Only 27 percent would keep refreshing until it worked. Mobile user experience quality has become just as important as merchandise quality, in fact, when it comes to greater online spend, as shoppers say they'd spend more due to the quality of merchandise and ease of transactions (62 percent) and ease of navigation (58 percent). Forty percent would spend more via mobile if the app or site performed better.
  • Privacy has become consumers' primary concern, as 76 percent of respondents are worried about companies storing their credit card information. Fifty percent contemplate their privacy when shopping all the time, while 43 percent claim they'd shop more via mobile if they had more confidence in brand security measures.

Key takeaway: Mobile websites and applications present consumers with an opportunity to discover, research, and purchase goods all in one place. However, many retailers fail to offer shoppers the seamless experience necessary to begin and complete their transactions on this single platform. While respondents frequently use their mobile devices to read product reviews and pinpoint the best prices, many don't trust these retailers enough to finalize their purchases on their smartphones. For many, data privacy remains the primary concern. For others, ineffective or malfunctioning tools discourage such behaviors. Retailers must recognize these issues and make an effort to improve performance if they wish to capitalize on the mobile movement and boost revenue. Ultimately, those brands that provide stellar mobile experiences instill an air of confidence, which translates to greater loyalty and engagement, and subsequently, higher sales. For the sake of reputation and profitability, retailers must revamp their mobile strategies to elevate the customer experience.