Security Concerns, Poor User Experience Cause 2 in 3 to Abandon Mobile Purchase Attempts
by MarketingCharts staff
Roughly 7 in 10 smartphone and tablet owners have tried to make purchases on their device, indicating a high degree of comfort and enthusiasm with mobile commerce, according to a new study commissioned by Jumio and conducted by Harris Interactive. However, two-thirds of this group report having abandoned a purchase due to a problem with the checkout experience. Most commonly, these respondents said they didn’t feel comfortable entering their credit card information (51%), while many also blamed a checkout process that took too long (47%) or that was too difficult on their device (41%).
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.
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.