New Survey Finds 15 Percent of Consumers Now Use Mobile Devices to Purchase, but Concerns Still Exist Related to Security and Ease-of-Use

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COLUMBUS, OH and WOBURN, MA, Aug 17, 2010 (MARKETWIRE via COMTEX) — Sterling Commerce, an AT&T Inc company, and Demandware, Inc., the global leader in on-demand ecommerce, today announced the findings of a new retail study examining consumer preferences and attitudes surrounding mobile shopping. The study found that consumers are increasingly turning to mobile devices to add depth and convenience to their in-store shopping experience; however concerns around security and ease-of-use threaten progress.

The independent survey of 3,600 U.S. consumers reveals that 15 percent of consumers have used their mobile devices to make purchases. While nearly all (96.2 percent) of consumers surveyed own a mobile phone, just under half owned a smart phone, which are designed to deliver a more optimal shopping experience. The study revealed interesting trends surrounding how consumers are looking to their mobile device to support their in-store shopping experience. For example:

  • More than 60 percent believe that being able to use their mobile phone while shopping to verify product availability at a particular store (location is important to very important).
  • Nearly a quarter of shoppers use their phone while in a store to competitively price shop an item.
  • Approximately 20 percent of consumers currently use their phones to     create shopping lists or baskets, and slightly more than that number  would be interested in a mobile app to help with shopping list or  basket management for their favorite retailers.
  • Two thirds are interested in the possibility of using their mobile phone to scan and purchase items, thus enabling them to bypass checkout lines.
  • A quarter of shoppers believe that receiving specials/promotions (such as coupons) would be an important use for their mobile phone when shopping, although they were less enthusiastic about receiving advertising via their phones.

“Mobility is more than a channel, and as consumers begin to use mobile devices in all aspects of their shopping process, cross-channel will be essential for retailers to succeed,” said Jim Bengier, global retail industry executive for Sterling Commerce. “Today’s consumers are transforming the shopping experience with their mobile phones, and retailers who have not broken down their siloed channels will not be able to keep up.”

“While the increasing consumer adoption rate of mobile devices has long been recognized by retailers, these survey findings suggest that offering mobile access to the brand is no longer just a ‘nice to have’; it has become a necessity,” said Jamus Driscoll, vice president of marketing at Demandware. “The mandate for retailers is not only to create a mobile channel to give consumers more options, but also to find innovative ways to leverage mobile to influence consumer shopping and purchase behavior across all sales channels.”

Other findings of the survey continued to highlight consumers’ concerns around security and ease-of-use with mobile devices. Respondents cited the following concerns:

  • Internet non-connectivity (40 percent),
  • Difficulty with the small screen size (34 percent) and therefore difficulty in visualizing the products (31 percent),
  • Security issues (28 percent),
  • Slow interaction with the retailer website (22 percent), and
  • Difficulties in entering information due to a small keypad (21 percent).

Although security issues were mentioned as a concern by only 28 percent of respondents, the top solutions that would encourage more mobile phone purchases all deal with security.

  • Nearly half of consumers would like the option of using PayPal.
  • Nearly 40 percent would feel secure knowing that the mobile phone app would not store their credit card number.
  • A quarter of consumers would prefer that the mobile phone would only show a truncated credit card number (last 4 digits), and
  • About 20 percent would like to be prompted to enter their 3-digit credit card security number.

Survey Methodology This online survey was conducted by SmartRevenue in June/July 2010 and surveyed 3,611 male and female consumers, aged 18 and older, living in the U.S.



About João Geraldes

Doutorado em Gestão, Estratégia e Posicionamento pela Universidad da Extremadura de Badajoz na área de Organização e Competitividade, Mestre em Gestão no Instituto Superior de Gestão e Licenciado em Organização e Gestão de Empresas no ISCTE. Atualmente é Coordenador da Licenciatura de Gestão do Instituto Piaget, Diretor Emérito do Instituto Superior de Ciências da Administração, Managing Partner da 2B-On | SOCIAL BUSINESS CONSULTING, CEO da TSG, BUSINESS & TECHNOLOGY CONSULTING, Partner da AKA People, Diretor da Pós Graduação de Gestão Hospitalar do Instituto Superior de Gestão. Leciona ainda na Ordem dos Farmacêuticos a Pós-Graduação de Marketing Digital e é docente também no Centro de Estudos Superiores da Indústria Farmacêutica em Marketing Digital, acumulando experiência lectiva desde 1990 (27 anos). É Presidente da Assembleia da OV-Associação Portuguesa de Profissionais de Vendas e Presidente da Direção da Associação de Proprietários de São Marcos desde 1995). É membro efetivo da Ordem dos Economistas com o nº 10723.
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