Consumers Find Mobile Commerce Time Consuming, Difficult

Most consumers who attempt to make a purchase on their mobile device bail during checkout, citing a process that is either too time consuming or difficult.

May 14, 2013

LOUISVILLE, KY – Are merchants going about mobile commerce all wrong? According to a new study released by Jumio Inc. and conducted by Harris Interactive, more than two-thirds (68%) of smartphone/tablet owners have attempted to purchase a product on their device, while two-thirds (66%) failed to complete a transaction due to obstacles encountered during checkout, Mobile Payments Today reports. 

"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," said Daniel Mattes, founder and CEO of Jumio. "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."

As a result, Jumio advises in its 2013 Mobile Consumer Insights study to make the checkout process faster. Nearly half (47%) of respondents said they abandoned a mobile purchase because the checkout process took too long, while 41% said checking out on their mobile device was too difficult. 

"Consumers will continue to demand a simpler, more streamlined mobile payment process," continued Mattes. "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'."

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