Why Do We Still Prefer Not To Use Our Phones For Online Shopping?
90% of us abandon our online shopping baskets or carts when trying to
buy something on our smartphones.
The Centre For Retail Research figures support this finding as they
show that in 2015 in the UK only 16.5% of online spending was done by
smartphone, compared to 71.4% by PC and 12.1% by tablet. The same study
showed that only 7% in Europe online sales are
made by smartphone.
Conversion Rate Lower By Phone
Although many websites are now seeing high percentages of mobile
traffic, the conversions on smart phones tend to be lower than for
desktop and tablet.
What’s The Problem?
Although upper end smart phones can have larger screens and are
better suited to online shopping, many phones can be too small and
fiddly to make it easy and fast to carry out many of the data input
operations needed to make a purchase e.g. credit card and
delivery address details.
Online shopping innovations and systems that could help to turn this trend around include:
Loyalty & Immediacy Good
Some recent research from Foolproof showed that more half of shoppers
would happily switch from plastic to digital loyalty cards. The
immediacy of phones also means that they special offers sent to them are
more likely to get a good response rate.
Shopping By SmartPhone Increasing
Despite lagging behind tablet and desktop, shopping by smartphone is an increasing trend. For example UK Black Friday weekend shopping in November via smartphone totalled £472 million.