Research shows that 54% of consumers would feel comfortable shopping on their mobile
New research has revealed that less than a quarter of retailers are harnessing the power of mobile websites despite consumers becoming increasingly comfortable with the concept of purchasing via their mobile phone.
The YouGov survey commissioned by 2ergo found that 54% of consumers who used a smartphone to browse the internet said they would feel comfortable making a purchase via m-commerce.
Despite this, 76% of high street retailers still do not have a mobile site or mobile-optimised content. Of those that do, almost 20% do not have m-commerce capabilities and only a quarter are optimised for iPhone users.
The findings form part of the research report, Mobilising Retail, which examined the perception gap between retailers and customers’ mobile habits. In particular, it examined the perceptions surrounding the use of smartphones to deliver mobile loyalty schemes, as well as attitudes towards apps and mobile websites and barriers to successful mobile implementations for retail.
“The new generation of mobile operating systems has brought with it a new breed of consumers, no longer satisfied with simple content and features, but increasingly more comfortable with sharing data and transacting via mobile sites and applications,” said Colin McCaffery, Product and Technology Director, 2ergo. “Our research demonstrates that retailers are very slowly getting to grips with mobile, but are in grave danger of failing to meet customers’ expectations as mobile transactions become more and more acceptable.”
A copy of the report can be accessed here.
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