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37% per cent of smartphone owners not purchasing on apps due to lack of product details, study finds

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Lack of product details and information is stopping nearly 40% of mobile shoppers from purchasing things through apps, finds a study by Stibo Systems, an independent data management company.

According to the findings over 37 per cent of consumers who own a smartphone haven’t made purchases because of the lack of product details on an app or because of inconsistencies in information with other channels.

Consumers who regularly shop using mobile apps are most likely to buy from entertainment and grocery apps, with 32 per cent and 24 per cent of mobile shoppers purchasing from these industries respectively.

Nearly half (47 per cent) of consumers questioned about on-site engagement believe detailed product information is a critical factor of an ecommerce website in driving them to make a purchase, according to Stibo Systems , the independent market leader in master data management.

The findings, which feature in a new Stibo Systems’ report launched today entitled ‘The Devil is in the Details’, highlight that while consumers are crying out for more detailed product information, they still believe more could be done by businesses to achieve this. 30 per cent of consumers feel that more detailed product information is the best way to improve online shopping sites, ahead of all other factors including more personalised promotions (17 per cent), better search capabilities (14 per cent) and email or text alerts notifying consumers when sold out products are back in stock (12 per cent).

More detailed product information is also the biggest concern for some of Britain’s wealthiest individuals, with 45 per cent of those earning an annual income of between £90,000 - £99,000 citing this as the most important improvement they would like made to the online shopping experience. Better product information is something that is also of most importance to the over 55s, with 37 per cent in this age bracket citing this compared to only a quarter (25 per cent) from the 16-34 category.

Mark Thorpe, managing director UK at Stibo Systems, comments, “Regardless of the channel, consumers want detail and consistency when it comes to the ways in which they research and buy products. Only when businesses successfully address this will they be able to offer a solid multi-channel experience regardless of the route to market. This research highlights why it is so important for companies to look for ways they can continually improve their online offering and illustrates the underpinning need for a robust product information management system to help ensure consistency across every channel.”
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