Non-mobile shoppers seem happier online
That’s a finding from the new UPS “Pulse of the Online Shopper” report, which also describes how much more consumers plan to shop on the web this year.
Now in its fourth year, the report finds that 84% of online shoppers using desktops and laptops report being satisfied with that channel. That compares with 74% with tablets, 65% for smartphones and 62% for stores. The report’s findings stem from a January survey by web measurement firm comScore Inc. of 5,118 online shoppers who made at least two purchases in a three-month period.
Survey respondents report the following problems with mobile shopping:
• 51% of them say it is easier to use a keyboard and mouse than a touch screen or keypad.
• 38% say they “can’t get a clear or large enough image of the product on my mobile device.”
• 32% say that “product information cannot be easily viewed on my mobile device.”
• 32% worry about giving credit card information via a mobile connection.
• 30% find it difficult to compare products on mobile devices.
• 23% report problems quickly or easily finding products on retailer mobile sites or apps.
• 21% say it “takes me too long to buy on my mobile device.”
• 20% find it difficult to check out via mobile devices.
As well, those online shoppers are more likely to use their mobile devices for product research than shopping: 41% of smartphone users employ their devices for research compared with 30% for purchasing. For tablets, 32% do research and 26% purchases. That makes the desktop and laptop relative warhorses, with 91% of respondents using those machines for research and 91% for purchases.
When it comes to desktop shopping, 30% of respondents anticipate more online shopping this year. That compares with 24% for tablets and 22% for smartphones.
The report also paints a picture of the U.S. online shopper in 2015, finding that 40% of respondents have bought from an international online retailer, in large part because prices are better and those merchants offer products not available in the United States (and 11% report they “like the status that comes with shopping internationally.”).
The report also details why consumers tend to buy online after researching products in stores:
• 57% said the price was better.
• 49% reported better selection.
• 46% needed to do additional research online.
• 40% said the store didn’t have the desired size, color or models.
• 39% wanted to touch a product before buying online.
• 33% were not ready to buy the day of the store visit.
While inside stores, consumers with smartphones are most likely use those devices to: look up product reviews (30%); read product details (29%); compare prices (29%); search for products and their alternatives (23%) and search for a different online retailer (23%).
The UPS report also points to the dominance of Facebook in web retailing. 23% of respondents follow retailers on Facebook, with 11% saying that social network influences purchase decisions. That compares with 8% who follow retailers on Twitter and 5% who cite its influence; 7% who follow retailers on Pinterest and 8% who cite its influence; 7% who follow retailers on YouTube and 8% who cite its influence; and 7% who follow retailers on Instagram and 5% who cite its influence.
In all, 25% of respondents report “social networking sites influence purchasing decisions.”
Senior Editor, Internet Retailer