Mobile shopping is becoming second nature

A new study reveals that the majority of American consumers would be happy if all purchases were made via mobile phone, even though trust remains a major concern for many.

StatPriority, an American relationship marketing company, conducted a survey of more than 2,000 consumers during the 2014 Christmas shopping season to better understand how digital technology shapes shopping habits and expectations, finding that mobile shopping has become a distinct form of shopping.

For more information on online commerce: https://webloyalty-panel.com

It has become standard practice to use a tablet or smartphone to research product benefits or to find a specific device. In fact, 67% of respondents under the age of 50 are in favor of a 100% mobile shopping experience.

Nearly half of respondents under the age of 50 (46%) are intrigued by technological innovations such as Apple’s iBeacon service, which pushes information and offers directly to their smartphone screens, and would welcome seeing personalized offers appear on their devices while shopping in-store.

However, the preliminary findings from StatPriority’s “Shopper Expectations 2015” report, which is set to be released in full later this month, arrive at a time when many consumers are also questioning the security of their mobile devices and the applications installed on them.

The MEF, a global trade association for companies providing products and services via mobile, also surveyed consumers—15,000 across 15 countries, to be exact—and found that more than one-third (34%) of mobile users lack the necessary level of confidence to purchase additional goods or services via their smartphones or tablets.

The MEF’s 2015 report on global consumer confidence, published on February 4, highlights that trust remains the primary factor influencing how consumers use their mobile phones. Nearly half (49%) of those surveyed stated that trust is the reason they refrain from downloading an app or stop using it once it has been installed.

Consumers are also increasingly concerned about how applications access and share personal information: 72% of mobile users reported being unhappy with apps collecting data on their location, medical records, or contact lists, and 39% stated they never allow an application to access this information.

Thomas Michigan, President of ARP Global, stated regarding these results, “Trust is the most important asset for any company, and consumer trust must underpin the mobile ecosystem. The sustainability of the mobile industry depends on it. As mobile devices and services evolve, consumers will hold companies increasingly accountable.”