New research from Quantum Metric, the Continuous Product Design platform for customer-driven digital experiences, has revealed that 73% of monthly ecommerce traffic is driven by mobile, yet just one in five consumers regularly buy on their phone.
The findings suggest that unmet demands around app stability, payment reliability and security may be hindering mobile commerce conversions. In the new mobile benchmark report, ‘The role of mobile performance in building consumer confidence’, key findings include:
- Consumers are spending 20% more time on their smartphones than in 2023, but just one in five regularly buy on mobile.
- 69% of shoppers research high-value items on mobile but then buy on desktop. What’s more, cart abandonment rates on mobile are up to 10% higher than desktop.
- 45% have encountered bugs when shopping on mobile, causing 51% to abandon their activity. Additionally, 55% would abandon transactions that take longer than 3-5 minutes.
- Just 17% of people feel confident making purchases over $250 on mobile. This only increases to 59% for purchases of $50 or less.
- The key cause of distrust and discomfort on mobile is errors that cause inaccuracies or roadblocks (43%), followed by a lack of tools compared to desktop (33%) and security concerns (25%).
Danielle Harvey, Global VP, Head of Travel & Hospitality Strategy, Quantum Metric says: “The fact that consumers are spending more time on mobile, but just one in five people regularly buy on their device shows a clear disconnect between smartphone usage and mobile commerce conversions. This is likely costing businesses sales, but making the right investments now can mitigate customer concerns and unlock the true potential of mobile (ahead of peak periods like Black Friday and Cyber Monday). By leveraging data-driven insights to better understand customer’s mobile journeys, offering personalised experiences and enhancing security, businesses can transform mobile’s promise into profit.”
Read the full report here.
