Why Don't Consumers Buy More via Mobile? - eMarketer
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Why Don't Consumers Buy More via Mobile?

Screens are too small for many

February 5, 2016 | Retail & Ecommerce | Mobile

For some consumers, the mobile screen is too small for frequently purchasing. Indeed, many mobile device users worldwide would prefer to use a PC instead.

Reasons that Mobile Device Users Worldwide Do Not Purchase Products More Frequently via Mobile, March 2015 (% of respondents)

A March 2015 survey from the Economist Intelligence Unit (EIU) asked respondents to choose the top three reasons why they do not purchase products more frequently via mobile. More than half of mobile device users said they simply prefer to use a PC. The generalized preference for purchasing via desktop was far more common than the No. 2 reason for not buying more on mobile; less than a third of respondents said they are concerned about the privacy of their data.

The retailer’s mobile app or site experience can also have an effect. For example, 28% of respondents said that it is too difficult to use a retailer’s mobile site to make a purchase, and 17% of mobile device users said it’s too difficult to use the retailer’s app.

Reasons that Mobile Device Users Worldwide Do Not Research Products/Services More Frequently via Mobile, March 2015 (% of respondents)

Some respondents just prefer to visit a physical store, while others said it feels too impulsive to make a purchase on a mobile device.

The size of the screen may be a reason why mobile device users are not purchasing products as frequently. EIU also asked respondents the reasons why they do not research products or services more frequently via mobile, and 63% said it was because the screen was too small.

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