Only four per cent of the 2,255 British consumers polled said they found making purchases via their mobile device hassle free, while just 12 per cent claimed that they don’t find anything irritating about their mobile browsing experience.
The report reveals that as many as 64 per cent of UK adults claim never to use their phone to help them shop, but this figure masks a major significant difference between those that own smartphones and those who don’t.
Of all non-smartphone owners, 85% claim they never use their phone to help them shop compared to 19% of all smartphone owners.
While very few non-smartphone owners use their phones at all in their shopping behaviour, the most common way smartphone owners use their devices is in purchasing products directly online, via their mobile browser (47%).
The next most common smartphone uses are reading products ratings or reviews online (40%), finding out additional information from a retailer’s website (36%), comparing prices online (34%) and searching for nearby high street stores (28%). 26 per cent said they make purchases using specially downloaded applications.
Although online purchases may be the most popular way that consumers use smartphones to help them shop, just 15 per cent of owners say that they find the process hassle free, with 18 per cent saying they find it positively difficult and time consuming.
When asked which aspects of their mcommerce experience they found to be irritating, the most frequent response was being forced to zoom in and out to view all the information on a web page (47%).
This was followed by having to wait for images to load on a page (43%) and being unable to see images, videos or hear audio (39%).
Usability issues also appeared to be a concern, with 38 per cent of people being irritated by the amount of information (such as credit card details, delivery address etc.) they have to enter via their key pad or touch screen, while 25 per cent were put off by the number of different pages they have to click through to make a payment.
“Although mcommerce is developing faster than it has done for some time, the reality is that, like the child in the back of the car’s complaint ‘are we there yet?’, most of the industry is still uncertain as to when it will take off,” said Managing Director at Brandbank and co-chairman of the GS1 Image Standards Working Group, Rob Tarrant.
“Even for smartphone owners, there are just too many problems with the ways consumers currently access mobile content. Shoppers typically have to access web pages which were originally designed for large rather than small screens and frequently face loading and display issues with the product data and imagery.”
He added, “Retailers and suppliers need to realise that they cannot just re-use traditional online images – the imaging process used to develop a mobile platform is wholly different.
“Entirely different media specifications and sizes are required as well as alternative display techniques, better suited to the small screen, such as box-outs, hover boxes and embedding information into an image.”
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