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BizReport : Mobile Marketing : March 22, 2011

Lack of product detail puts mobile app users off purchasing

A lack of detailed product information on mobile apps is putting consumers off making purchases through those apps, found a new survey in the U.K. from Stibo Systems.

by Helen Leggatt

SS_logo_stibosystems.gifOver a third (37%) of smartphone owners polled by Stibo Systems said a lack of detailed product information stopped them from making purchases via an app.

Those app users also shy away from purchasing via apps that provide information inconsistent with other channels, such as a website, highlighting the need for companies to continually monitor and update product information management systems.

According to Stibo, consumers who regularly shop using mobile apps are most likely to buy from entertainment and grocery apps, with 32% and 24% of mobile shoppers purchasing from these industries respectively.

The survey revealed that consumers consider detailed product information just as essential for websites (30%), compared with personalized promotions (17%), improved search (14%), and email/text inventory notifications (12%).

"Regardless of the channel, consumers want detail and consistency when it comes to the ways in which they research and buy products," said Mark Thorpe, managing director UK at Stibo Systems.

"Only when businesses successfully address this will they be able to offer a solid ecommerce experience regardless of the route to market."

Tags: mobile apps, smartphone, Stibo

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