Why Mobile Shopping Remains an Upper-Funnel Affair - eMarketer

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Why Mobile Shopping Remains an Upper-Funnel Affair

Security is biggest barrier to mobile purchases

June 26, 2015

What’s stopping people from buying on mobile devices? They spend plenty of time shopping that way, but the purchase dollars just aren’t flowing. By and large, mobile is still for the top of the purchase funnel.

Reasons that US Mobile Device Owners Do Not Purchase Products via Smartphone/Tablet, Feb 2015 (aggregate score*)

According to comScore research from February 2015, the problem isn’t just with smartphones—tablets scored lower against all the problem metrics measured, but not by much.

The biggest issue on either device was security. But other problems were not far behind in hindering smartphone users from making purchases on their devices. Respondents complained screens were too small to see the products, that navigating was too slow and that comparison shopping was difficult. Inputting information was tough—especially on smartphones—and wireless speeds were often not what users wished for when completing a transaction.

Overall, problems spanned a variety of areas largely inherent to mobile: small screen size, limited ability to input or interact with information, and less-than-perfect data connections.

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