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to make purchases on their mobile than on a laptop, 19 per cent said ‘yes’ and 29 per cent said ‘no’. More telling, however, were the 52 per cent who said that the type of device they preferred process of purchasing on a mobile be made easier?
friendly. Even with a large smartphone handset, typing in a credit card number isn’t the easiest thing on a mobile keypad. But as
because it’s an expensive piece of kit, but because it contains an enormous amount of valuable and sensitive information. Plenty of people are willing to supply that information but it has to be on their terms. Trust has to be built up. It’s all about education and understanding. Paypal is successful because it’s something people understand; they appreciate the layers of security. Alleviating users’ fears about entering personal data into their phones is down to mobile operators, brands and credit card operators.”
“ Consumers will use what’s convenient for them, not what’s convenient to a retailer or brand.
”
easy to do that on a phone as on a computer. The point here is that any channel has to be made as easy as possible to purchase through.” Though the majority of our respondents (79 per cent) said
via a mobile, 39 per cent that a poor mobile purchasing experience would put them off using the same retailer again. (Three in 10 said they would use the same retailer, but would probably shop using another means.) When it comes to mobile-
WHAT MOBILE USERS WANT How mobile develops in the future will be driven by patterns
of behaviour emerging now, so we asked users about the sorts of services they wanted from their mobile devices. Top of the list (48 per cent) was a sat-nav capability. Forty-one per cent said they’d like to use their mobiles to pay for goods and services in shops. Forty per cent said they’d be interested in using their devices as an electronic ticket for public transport, while a quarter would like to use their phone as an electronic key for their house or car. “This research shows how much we want a single device to do,”
says Risk. “Your mobile now is really your personal assistant.” Indeed, our fear of being without our smartphones was earlier source of contemporary anxiety. Tied into this are issues around security. “If you’re paying bills, if you’ve got electronic identity
information, passport and credit card details,” says Risk, “then losing your mobile is going to have a serious impact, not just
Among those of our respondents who did not want to use their phone to pay for goods or services in a shop, 54 per cent said it was because it would make their phone more likely to be stolen, while just over a third (35 per cent) said they didn’t trust their phone company with that amount of data. Overall however, the jury still appears to be out when it comes to the perceived safety of mobile purchases compared to those made on a computer: a slight majority think mobile purchases are as safe (54 per cent), 64 per cent among 55 to 64 year olds. However mobile evolves, one thing this survey demonstrates is clear: users are demanding greater convenience and more control. “Consumers will decide for themselves how they want to engage,” says Risk. “Brands and retailers just need to make sure consumers have the opportunity to access information in any way they wish.”
lightspeedresearch.com Article by Jon Fortgang
Download the full Lightspeed Research Mobile Shopping Survey here:
http://slidesha.re/W5lbNZ
Issue No.16 - FIGARODIGITAL 37
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