Study: UK adults research on mobile but buy via computer

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.

Tags: consumer behavior, direct operator billing, mobile payments, mobile shopping, online shopping, retail, security