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Security Concerns, Poor User Experience Cause 2 in 3 to Abandon Mobile Purchase Attempts

by MarketingCharts staff
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A study in late 2011 similarly found security concerns and usability to be top deterrents to mobile shopping.

Mobile isn’t the only channel to suffer from usability concerns. According to a recent survey from Redwood Software, 49% of American respondents (and 66% in the UK) reported having abandoned an online purchase because it took too long. Similar proportions (48% in the US; 61% in the UK) had terminated a purchase due to the process being too complicated.

Other Findings:

  • Among smartphone and tablet owners responding to the Jumio survey, men were almost 20% more likely than women to have attempted a purchase on their device (74% vs. 62%). That gender disparity aligns with recent findings from Kantar Media.
  • 86% of 18-34-year-old men reported having tried to make a purchase on their device.
  • Security concerns were more of a deterrent to women (56%) than men (47%). Those aged 55 and older were also 62% more likely than those aged 18-34 to say that they had concerns over entering their credit card information (62% vs. 45%).

About the Data: This survey was conducted online within the United States by Harris Interactive on behalf of Jumio from March 22-March 26, 2013 among 2,130 adults ages 18 and older (of whom 1,261 are smartphone/tablet owners). This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.