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.
- App Store hits 50 billion milestone, Google Play not far behind
- IBM: Mother's Day shopping goes mobile
- Service industry occupations not safe from technology
- How webrooming is taking over ecommerce
- Report: Strong digital presence key to success
- Report: SMBs falling behind in tech
- Mobile the boost loyalty programs need
- British Land: UK retail stores must adapt or die
Featured White Papers
- Top 10 Online Brand Protection Strategies for 2013
Whether stealing web traffic, pirating digital content or selling counterfeit goods, online scammers are sure to continue highjacking brands for...
- Get Serious About Email Marketing
Small business success starts with a solid email foundation. If you're a small business with limited resources, you need an...
- The Essential Guide to Internet Marketing
Learn the latest tips and tricks to online marketing by downloading the latest edition of our most popular ebook! Whether...
- Smarter Service: The Contact Center of the Future
Today's consumers expect better service, better products, and better communication with retailers. Without a single view of the customer across...
- 9 Reasons Why Your Email Campaign Is Failing
When you analyze your email marketing program, what is your email data telling you? Measuring your data can be difficult,...
- Deliver Extraordinary Customer Experience
Competition is fierce in today's economy and customers know this. They can easily search the Internet to find companies that...