If you've ever made a purchase on your smartphone or tablet, you're part of a rapidly growing trend called mobile commerce. The convenience of mobile commerce (m-commerce) has made it a popular choice among consumers over the past several years, and it has quickly become a large part of today's shopping landscape. Despite this popularity, a new study finds that consumers' expectations for their mobile shopping experience aren't being met.
Qualitative research firm iModerate and market research firm uSamp reported the findings of their most recent study on consumer motivations, preferences and barriers regarding their engagement with m-commerce. Their research found that the most prevalent consumer concerns about mobile shopping are personal data security and functionality. According to the study, respondents want marketers to focus on a better customer experience, transparency about security issues and content prioritization.
"Consumers in this study were extremely vocal about what improvements they cover, such as advancements in how products are displayed, in order to inspire them to purchase more," said Adam Rossow, iModerate partner and head of marketing. "They love being able to shop anytime, anywhere, but they want the shopping experience to be functional, seamless and easy."
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The study also provides insights into specific m-commerce consumer behaviors. On average, consumers feel comfortable making purchases of about 500 dollars or less on mobile devices. The types of items purchased through m-commerce varies by device: The report indicates that consumers will buy products on either their smartphones or their tablets based on how well the product translates to that particular device. For example, 64 percent of respondents bought movies, music and games on a smartphone, while 60 percent purchased books on a tablet. This finding is of interest to marketers and retailers of these products who want to optimize their m-commerce strategies.
The report is part of iModerate and uSamp's Marketplace Insights series and included responses from 50 m-commerce consumers.