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.
- Study tracks effects of Google search engine updates on user behavior
- Excessive use of in-store beacon technology decreases app use
- Report urges brands to go their own way and sell direct
- Forecast: Local media revs to push $140b
- Consumers more likely to be loyal to brands with a physical presence
- Study dispels myth that 15-24 year olds are the true 'digital natives'
- Top 3 tips to better optimize branded content
- Programmatic spending skyrockets through Nexage Markeplace
Featured White Papers
- Evolving Toward the Next Phase of Email
According to most corporate decision makers and influencers, email is the single most important application they have deployed! The typical...
- 6 Ways to Boost Holiday Sales & Fuel Year-round Growth
Just as the shopping seasons guide demand in many categories, they shape the conversation around these categories as well. How...
- No Longer a Necessary Evil: How Modern CRM Empowers Sales
CRM has long been seen as a must-have sales tool. However, much of the value of traditional CRM accrues to...