News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Study: UK adults research on mobile but buy via computer
Due to security concerns, a quarter of mobile users in the UK research a product on their mobile device but then go on to make a purchase on a computer, according to new research conducted for bss digital.
Smartphones and tablets are growing in popularity. In the UK today, more than 40% of the adult population are armed with a mobile device. However, according to a study conducted by online marketing research agency Opinium on behalf of software technology firm bss digital, few consumers both research and go on to make a purchase on their mobile device.
Instead, 25% of consumers research a product first on a smartphone or tablet, and go on to make the purchase on a computer.
"From the time it takes a customer to look at their potential purchase on their handset and then later log on to a PC and purchase it - they could easily have stumbled upon your competitor. That's a sale lost," says James Southgate, client services director at bss digital. "That's why it is important for both the mobile and the PC version of a website to have a consistent look and feel with pretty much the same functionality which is possible to achieve. A customer should be able to browse and then make a payment within a matter of a few clicks. It sounds clichéd, but online time is money."
One in three British shoppers are reluctant to make payments on a mobile device due to security concerns. The study found that just 19% do so. Unsurprisingly, young adults are more likely to make a purchase on their mobile device - 33% of 18-34 year olds versus just 9% of those aged 55 and over.
The reluctance to make payments using a mobile device is, says Southgate, reminiscent of the early days of online shopping. And, just like those early days, marketers need to take action to reassure consumers that mobile payments are secure.
This can be achieved by using payments systems that consumers are familiar with, such as PayPal, or even direct operator billing where the purchase is added to a phone bill.
- Reports: Ad spend up on Bing, consumers still heavy on Google
- Study IDs disconnect between brands, consumers
- Consumers trust doctors and government with personal data more than they do advertisers
- Shoppers don't care for social integration of mobile apps
- 44% of Twitter's 982 million accounts never used
- Report: Travel sites missing the data mark
- Brands: How mobile wallets can improve loyalty programs
- Survey: SMB's need more tax education
Featured White Papers
- Marketing Automation Simplified : The Small Guide to Big Ideas
Marketers are increasingly enhancing their understanding of how data can fuel the delivery of meaningful interactions. This access to vast...
- Is your web site creating sales tax risk?
Answer 3 questions to learn....
- How to Properly Structure Your Social Program for Success
Most big brands structure their social program around business goals, however, sometimes there is a disconnect between the goals and...
- Email Device Report 2014: How Are Your Customers Viewing Email?
The Q4 2013 findings reveal that consumers are rapidly moving from desktops to mobile devices when it comes to opening...