There Is One Thing that Would Help Make Mobile Purchasing Easier

Unfortunately, it’s out of the hands of retailers

Author: Ben Clague

March 23, 2017

What’s stopping mobile users from making purchases on their phones?



Well, for one thing, the screens are too darn small.

That was one of the findings of a PricewaterhouseCoopers survey conducted in September 2016. The data was part of a UK-focused report that compared consumer usage and attitudes in the UK with those in China and the US.

About one-third of US internet users ages 18 and older surveyed said a challenge of purchasing products via mobile devices was that the screen is too small.

Meanwhile, about one-quarter said that mobile sites aren’t easy to use—likely a response at least in part to mobile phone screen size.

Another 19.0% said the lack of security on mobile sites is a challenge of purchasing products via a mobile device.

Connectivity was close behind: 17.0% of respondents said they have a slow data connection, which makes buying via mobile devices challenging, and nearly as many (15.8%) said they have no Wi-Fi access.

According to eMarketer’s latest estimates, some 147.3 million people in the US will use a mobile device to make a purchase this year. That works out to slightly more than 55% of all mobile phone users.


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