Studies have shown that mobile devices are influencing points of purchase for consumers more and more, while shopping online or in-store. During the 2011 holiday shopping season, 41% of consumers made purchases directly on their smartphones, 46% noted that they picked out their item on their smartphone, and completed the purchase in-store, and 37% said they researched their item on their phone, and bought it online. In light of this evolving form of business, a new survey commissioned by MasterCard has shown that consumers generally demand a more simple shopping experience, mainly when it comes to checkout.
The survey of over 2,000 U.S. consumers was conducted by Harris Interactive, and reports that the main concerns of shoppers are as follows:
U.S. consumers identified “entering payment, billing and shipping information” as one of the main pain points of the online shopping experience, topped only by not knowing how an item fits or looks in-person.
Almost three-in-five (58%) of online shoppers indicated they would prefer one place where their account information can be safely stored and easily accessed to simplify the online check-out experience, no matter where they are shopping online.
Among Americans who shop online, whether from a computer or mobile device, nearly one out of every four acknowledged having abandoned a shopping cart at least once a month before completing their purchase.
It would appear that the main concern shoppers have lies in slow and complicated checkouts, which at times prompts them to change their minds while in the middle of a purchase, whether it be not clicking through at Amazon while online, or leaving their cart near the shampoo aisle at Wal-Mart. It would appear that a good solution to some of these consumer concerns would be the adoption of MasterCard’s PayPass system, which the company says will likely work with Apple’s upcoming iPhone 5, which is rumored to incorporate near field communication technology. As more and more merchants install NFC capabilities, systems like MasterCard’s Tap & Go will come to solve some of these consumer issues.