Most Shoppers Abandon Mobile Transactions If Too Complex, Research Shows
More than two-thirds of consumers in Ireland will abandon mobile transactions out of principle if the process is too difficult, research shows.
The latest report from payments expert Elavon showed that the major sources of frustration range from being forced to repeat information (57%) to obligatory sign-up processes (42%) and limited payment options (40%).
The research also revealed that almost half of those who buy products online report getting frustrated when shopping or carrying out payment transactions on their mobile.
This rose to 60% of 18-24-year olds, while those over the age of 55 get less frustrated at only 43%, the research indicated.
“Our research reveals the growing sense of frustration among consumers who focus on mobile devices for online shopping, which is felt acutely around the holiday shopping periods,” said Eric Horgan, country manager for Elavon Ireland.
Half of respondents also still prefer to use the merchant’s website through a mobile browser when shopping online, with only 28% preferring the merchant’s app.
Easy To Fix
Horgan highlighted that the company’s research highlights issues with eCommerce that are not difficult for companies to get right.
“Having a usable and secure website and app, multiple payment options available, and speedy page loading times go a long way to improve the consumer experience,” he added.
“Taking customer loyalty for granted is more dangerous than ever – abandoned transactions are just a swipe away.”
The global payments company said that it based its recent findings on the study of 1,000 adults in Ireland on their mobile shopping.
© 2018 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. Click subscribe to sign up for the Checkout print edition.