M-commerce is growing, but is still held back back by the customer experience, new research suggests.
Research from address verification business Loqate questioned more than 500 UK consumers and found that 60% had bought from their mobile device in the last month, while 32% shop on this devices every week.
Generation X shoppers – aged between 40 and 54 – are the most frequent shoppers on mobile devices: 40% do so each week.
Nonetheless, Loqate says its research found that customer experience around the checkout was holding back the potential growth of m-commerce, with a third of mobile shopping having had a bad purchase experience at some point – of which 16% were in the last month.
Almost half (45%) of respondents said that account sign-up was the most significant barrier to them buying, followed by online forms (27%). Some 24% said they would be comfortable in sharing their location in order to complete their address details.
Loqate managing director David Green said: “We should be celebrating the strides being made by the UK’s fast-growing m-commerce market. Despite a range of new challenges from fraud to supply chain logistics, the move to mobile means that the most valuable retail-estate is no longer on the high street, and digitally savvy sectors like fashion are embracing e- and m-commerce to grow their business and reach more customers, globally.”