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BizReport : Mobile Marketing : October 05, 2015

Poor mobile connectivity costing UK retailers 1.2 billion pounds

Retailers could boost mobile sales and increase consumer confidence in mobile shopping if they introduced easy payment choices such as one-click payment, according to new research from Webloyalty.

by Helen Leggatt

Together with the retail experts at Conlumino, e-commerce service Webloyalty surveyed more than 2,000 consumers in the UK about their mobile shopping experiences.
The resulting report, "The Mobile Consumer", reveals that a significant percentage, 85.7%, had abandoned a purchase on a mobile device - that's a lot of mobile sales being left on the table - about 1.2 billion pounds according to Webloyalty.

Internet connectivity was perhaps the main culprit with nearly seven in ten citing this as an issue for abandoning a mobile purchase (42.3% slow connection and 28.4% connection interrupted). However, many also blamed retailers.

Almost 15% blamed an abandoned mobile purchase on a lack of mobile optimization of a retailer's web store, while 12.8% said the app or web store failed to complete the transaction or crashed (9.7%). Another 2.2% complained that the mobile web store did not offer the full range of products that could be found online or in-store.

With the busy holiday period looming, and more and more consumers researching and purchasing via a mobile device, the research reveals that much needs to be done if consumer confidence in mobile shopping is to be maintained.

"There is a call to action," warns Guy Chiswick, managing director of Webloyalty Northern Europe. "Not only do network providers need to upgrade connectivity for UK consumers, retailers need to provide good quality, free Wi-Fi and ensure that their websites are optimised for mobile devices. Mobile sites and apps need to be as functional as their desktop sites. Google's algorithm update earlier this year means that customers are more likely to click through and make purchases from mobile-friendly sites."

Image via Shutterstock

Tags: ecommerce, Internet connectivity, mobile shopping, research

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