David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
Tuesday, June 4, 2013
Mobile Commerce Growth Stymied by Purchase Process
Yes, mobile commerce is growing, with 68% of smartphone and tablet owners attempting to make purchases with their devices. But note that they are only "attempting" to buy. Problems during the payment process force 66% to abandon their transaction, according to a new report from Jumio. Its “2013 Mobile Commerce Insights” study found that 47% said they had failed to complete a purchase because the checkout process took too long. Some 41% percent of consumers reported failure to complete a purchase because it was too difficult to enter credit card information, and 23% said they failed to complete a purchase because it would not go through. Finally, a majority of respondents – 51% – said they failed to complete an attempted purchase on a mobile device because they did not feel comfortable entering their credit card information for security reasons. The lesson for retailers: streamlined processes, mobile-friendly entry screens, and better communication about security. For more on the study, go to http://www.mobilecommercedaily.com/66pc-abandon-mcommerce-purchases-because-of-issues-at-checkout
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